Laws of UX

In this article, I’ve covered 6 psychological laws that play a powerful role in UX design. These principles are simple on the surface but deeply rooted in how users think, feel, and interact with digital products.

Aesthetic-usability-effect

Law

Users often judge more visually appealing interfaces as easier and more trustworthy — even if they aren’t actually more functional. This is called the Aesthetic-Usability Effect.

Why it matters

A clean, modern design can make users feel more comfortable and patient with minor issues. Good looks build trust and create a positive first impression — sometimes even forgiving small usability flaws.

How to use it

• Use consistent colors, spacing, and typography to create harmony.

• Keep interfaces clean and uncluttered — less is more.

• Invest time in micro-interactions and animations that feel smooth and natural.

• Align visual design with the brand’s personality to connect emotionally with users.

Choice overload

Law

When users are faced with too many options, they often feel confused or stressed, making it harder for them to make a decision. This is known as the Paradox of Choice.

Why it matters

Too many choices don’t always mean better experiences. In fact, it can lead to decision fatigue, frustration, and even users leaving the site without choosing anything at all.

How to fix it

• Show fewer, more relevant options instead of everything at once.

• Highlight featured or recommended items to guide users.

• Let users compare key choices side-by-side (like pricing plans).

Use smart filters and search to help users narrow down their options quickly.

Chunking

Law

Chunking is the process of breaking information into smaller, meaningful sections to help users understand and remember it more easily.

Why it matters

Users process content better when it's grouped into bite-sized chunks. Chunking improves readability, helps users scan and focus on what’s important, and makes complex information feel more approachable. It also creates a clear visual hierarchy that aligns with how our brains process information.

How to use it

• Break long text into short paragraphs or bullet points.

• Group related items together visually using spacing and layout.

• Use headings and subheadings to structure content clearly.

• Design modules or cards to represent logical content blocks.

Cognitive Bias

Law
Cognitive bias is a mental shortcut where users make decisions based on past experiences or beliefs, rather than fully analyzing new information.

Why it matters
Users don't always think logically — they rely on instincts, habits, and emotions. These mental shortcuts can help them decide quickly, but they can also lead to blind spots, mistakes, or confusion. Understanding common biases helps designers build more fair, intuitive, and inclusive experiences.

How to use it

• Avoid overwhelming users: Too many choices can trigger decision fatigue or over-reliance on gut feelings.

• Use defaults wisely: People tend to stick to pre-selected options (status quo bias).

• Be aware of confirmation bias: Users often look for info that supports what they already believe — design content to show balanced perspectives.

• Test with real users: Designers have their own biases too — user research keeps us grounded in real behavior.

Cognitive load

Law

Cognitive load is the amount of mental effort required to understand and interact with a product or interface.

Why it matters

When users are faced with too much information, unclear navigation, or distractions, their brain gets overloaded. This makes it harder for them to complete tasks, understand content, or make decisions — leading to frustration or drop-off. Reducing cognitive load helps users stay focused and move smoothly through your design.

Types of cognitive load

• Intrinsic: The natural effort needed to complete a task (e.g. learning something new or solving a problem).

• Extraneous: Unnecessary effort caused by poor design — like cluttered UI, confusing labels, or too many clicks.

How to use

• Keep interfaces clean and focused — remove visual noise.

• Use progressive disclosure: show only what's necessary at each step.

• Stick to familiar patterns and layouts.

• Group related elements together and provide a clear visual hierarchy.

Doherty Threshold

Law

Productivity increases when a system responds to user actions within 400 milliseconds — fast enough that users stay in flow without waiting.

Why it matters

When interactions feel instant, users stay engaged and feel more in control. If your app lags, even slightly, it can break focus and reduce efficiency.

How to use it

• Aim to give system feedback (like button animations or loading indicators) within 400ms.

• Use skeleton screens or progress bars to make wait times feel shorter.

• Add subtle animations to make interactions feel responsive, even when things are processing.

• In some cases, purposeful delay (like during a payment or form submission) can increase perceived value and trust.

Psych Summary of 6 UX Laws

1. Aesthetic-Usability Effect – Beautiful = feels easier.

2. Paradox of Choice – Too many options = confusion.

3. Chunking – Grouped info = easier to remember.

4. Cognitive Bias – Brain uses shortcuts, not logic.

5. Cognitive Load – Too much info = mental fatigue.

6. Doherty Threshold – Fast response = better flow.

These laws aren’t just theory, they’re rooted in real human behavior. Mastering them helps to design products that feel intuitive, engaging, and satisfying.

Part 2 coming soon…