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GOAL - GRADIENT EFFECT The tendency to approach a goal increases with proximity to the goal.

FITTS'S LAW The time to acquire a target is a function of the distance to and size of the target.

VON RESTORFF EFFECT Also known as the isolation effect, predicts that when multiple similar objects are present, the on that differs from the rest is most likely to be remembered.

SERIAL POSITION EFFECT Users have a propensity to best remember the first and last items in a series.

JAKOB'S LAW Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.

AESTHETIC - USABILITY EFFECT An aesthetically design always creates a positive response in people's brains. They distract their attention in that details

TESLER'S LAW Also known as the law of conservation of complexity, stater that for any system there is a certain amount of complexity which cannot be reduced.

POSTEL'S LAW Be liberal in what you accept, and conservative in what you send.

OCCAM'S RAZOR Among competing hypotheses that predict equally well, the one with the fewest assumptions shoulb be selected

PARETO PRINCIPLE The pareto principle states that, for many events, roughly 80% of the effects come from 20% of the causes.

MILLER'S LAW The average person can only keep 7 (plus or minus 2) items in their working memory.

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HICK'S LAW The time it takes to make a decision increases with the number and complexity of choices

DOHERTY THRESHOLD Productivity works when a computer and its users interact at a pace where neither has to wait for the other.

LAW OF UNIFORM CONNECTEDNESS Elements that are visually connected are perceived as more related than elements with no connected

LAW OF SIMILARITY The human eye tends to perceive similar elements in a design as a complete picture, shape, or group, even if those elements are separated

LAW OF PRÄGNAZ People will perceive and interpret ambiguous or complex images as the simplest form possible

LAW OF PROXIMITY Objects that are near, or proximate to each other, tend to be grouped together.

LAW OF COMMON REGION Elements tend to be perceived into groups if they are sharing and area with a clearly defined boundary

ZEIGARNIK EFFECT People remember uncompleted or interrupted tasks better than completed tasks.

PEAK - END RULE People judge an experience largely based on how they felt at its peak and at its end, rather the total sum or average of every moment of the experience