In the times of now, when everything is centered on artificial intelligence and machine learning, it is quite imperative that we cater to our users’ needs and behaviors. Are the users satisfied? Is it easy to use? What is their experience while using the product? These are the questions the service provider needs to answer.

This is where the importance of certain psychological principles comes into the picture. It will help us to create work which serves our users the best. So fret not, below are some of the fundamental laws that every UX Design Consultant must follow:


The law states that the time required for a person to move the pointer (e.g., mouse cursor) to a target area is a function of the distance to the target divided by the size of the target. Simply put, the longer the distance and the smaller the target’s size, the longer it takes.

This law is used extensively in user experience (UX) and user interface (UI) design. To support this claim, it influenced the norm of making interactive buttons large (especially on finger-operated devices), as smaller buttons are tedious and difficult to click. On the same lines, the distance between a user’s task area and the task-related button should be kept as short as possible.


This principle states that if more options are available to a person, it will take him/ her longer to come to a decision, as to which option is the best. As a designer, you will use Hick’s Law to explore the number of functions you should offer on your website and how this will influence your users’ comprehensive advent to decision making.


This law goes like, “users spend most of their time on other sites”. This implies that the users of your site prefer your site to work, in the same manner as all the other sites they use. It is a great advice to not try and reinvent any wheels, unless it becomes absolutely necessary.


Elements that are similar in nature and share same features are seen as related than element that don’t share those characteristics. This is the simple tendency of the human eye to perceive similar elements in a design as a whole picture, shape or group, even if they are scattered.


This law implies that the objects that are proximate to each other tend to be arranged collectively. This law is immensely beneficial by allowing users to group various clusters of content at a single glance.


According to this law, people tend to remember tasks that are incomplete or interrupted much better than the completed ones. Using progress bars for complex tasks to visually indicate when it is complete, will thus increase the likelihood it will get completed.


Also known as the Isolation Effect, it predicts that when multiple objects are present of the same nature, the ones that differs from the rest has the highest probability to be remembered. The distinctive features include shape, size, colour and spacing (highlighting, underlining, making the text bold and in italics) etc. If a red is kept in a basket containing green apples, your attention will surely sway towards it, you will remember it.

Hence, making key information or actions optically striking becomes important.


Also known as the 80/20 rule, this principle states that 80% of the outcome comes from the 20% of the cause. Applying this in product design, it implies that the irrelevant functions or features should be removed as they do not contribute to the outcome.

Besides the basic design principles above, there exist several other laws that you can opt to make your designs and logos exemplary and stand out, which are extremely useful for the designers.