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entreVersity writes: Jeremiah Lam’s ‘The Psychology Of Design’ delves deeper into the Mind of the Design Entrepreneur by illustrating how three perception laws affect the design process. 

  • Hick’s Law:  describes the time it takes for a person to make a decision is a product of the possible choices he or she has: increasing the number of choices will increase the decision time logarithmically.  ‘If you want your users to have a smooth experience with your product, try reducing the number of options by limiting them to what a user needs.’
  • Miller’s Law: states that the average person can only keep a limited amount of information (5–9 items) in their mind at a period of time.  The solution is chunking. Chunking describes the act of grouping related information into smaller units, making it easier to process and understand.
  • Jakob’s Law: states that users spend most of their time on other sites, hence they prefer your site to work the same way as all the other sites they already know.  This principle encourages designers to follow common design patterns in order to avoid confusing the user.

Lam, Jeremiah. “The Psychology of Design.” Jeremiah Lam, June 11, 2019.

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