Principle: The time it takes to make a decision increases with the number of choices available.

Application: Simplify choices and reduce cognitive load by presenting users with a manageable number of options.

Principle: The average person can only keep about 7 (plus or minus 2) items in their working memory at a time.

Application: Keep interfaces simple and avoid overwhelming users with too much information at once.

Principle: The average person can only keep about 7 (plus or minus 2) items in their working memory at a time.

Application: Keep interfaces simple and avoid overwhelming users with too much information at once.

Principle: Users spend most of their time on other sites, and they prefer your site to work the same way as all the other sites they already know.

Application: Follow established design patterns and conventions to create a familiar and intuitive user experience.

Principle: Describes how people tend to perceive visual elements as a whole, based on certain principles like proximity, similarity, continuity, closure, and figure-ground.

Application: Use these principles to organise and structure information for better visual perception and understanding.