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package/skills/ux/upstream/ux-designer/references/02-laws-of-ux.md

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+# Laws of UX
+
+Psychological principles that inform user experience design, collected and popularized by Jon Yablonski.
+
+---
+
+## Contents
+
+- Fitts's Law
+- Hick's Law (Hick-Hyman Law)
+- Miller's Law
+- Jakob's Law
+- Peak-End Rule
+- Tesler's Law (Law of Conservation of Complexity)
+- Gestalt Principles
+- Additional Important Laws
+- Sources
+
+---
+
+## Fitts's Law
+
+> The time to acquire a target is a function of the distance to and size of the target.
+
+**Formulated by:** Paul Fitts (1954)
+
+### Key Implications
+
+1. **Make important targets large** - Buttons, links, and interactive elements should be big enough to click/tap easily
+2. **Reduce distance to targets** - Place frequently used actions near common cursor/finger positions
+3. **Use screen edges and corners** - These are effectively infinite in size (cursor stops at edge)
+
+### Application in UX
+
+```
+Good:
+- Large, prominent CTAs
+- Sticky navigation bars
+- Context menus near cursor
+- Floating action buttons on mobile
+
+Avoid:
+- Tiny click targets
+- Important actions far from content
+- Small close buttons on modals
+```
+
+### Minimum Target Sizes
+- **Touch (mobile):** 44×44px (Apple) / 48×48dp (Material Design)
+- **Mouse (desktop):** 24×24px minimum, 44×44px recommended
+- **Spacing between targets:** 8px minimum
+
+---
+
+## Hick's Law (Hick-Hyman Law)
+
+> The time it takes to make a decision increases with the number and complexity of choices.
+
+**Formulated by:** William Edmund Hick & Ray Hyman (1952)
+
+### Key Implications
+
+1. **Limit choices** - Fewer options = faster decisions
+2. **Group and categorize** - Break complex choices into simpler steps
+3. **Highlight recommendations** - Guide users toward optimal choices
+4. **Progressive disclosure** - Show only necessary options initially
+
+### Application in UX
+
+```
+Good:
+- "Top 10" lists on Netflix
+- 3-4 pricing tiers
+- Stepped forms/wizards
+- Clear default selections
+
+Avoid:
+- Overwhelming dropdown menus
+- Too many navigation items
+- Endless feature lists
+- Choice paralysis situations
+```
+
+### The Magic Number
+There is no magic number. Menus are *scanned*, not memorized, so Miller's 7±2 does not apply to them (a common misreading). Keep top-level navigation small enough to scan at a glance — typically 5-7 items on desktop, 3-5 in a mobile bottom bar — and let card sorting and analytics decide the rest.
+
+---
+
+## Miller's Law
+
+> The average person can only keep about 7 (±2) items in their working memory.
+
+**Formulated by:** George A. Miller (1956)
+
+**Modern correction:** Later research (Cowan, 2001) puts working-memory capacity closer to **4±1 chunks**. Use this law to justify *chunking* and *not forcing recall*; do not use it to cap menu or list lengths — anything visible on screen is recognition, not recall.
+
+### Key Implications
+
+1. **Chunk information** - Group related items into meaningful units
+2. **Limit simultaneous elements** - Don't overwhelm working memory
+3. **Use recognizable patterns** - Familiar structures reduce memory load
+4. **Provide external memory aids** - Let the interface remember for users
+
+### Application in UX
+
+```
+Good:
+- Phone numbers: (555) 123-4567
+- Credit cards: 1234 5678 9012 3456
+- Step indicators: Step 2 of 4
+- Breadcrumb navigation
+
+Avoid:
+- Long strings of numbers/codes
+- Too many form fields visible at once
+- Complex multi-step processes without progress indication
+```
+
+---
+
+## 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.
+
+**Named after:** Jakob Nielsen
+
+### Key Implications
+
+1. **Follow conventions** - Use established patterns users expect
+2. **Don't reinvent the wheel** - Standard UI patterns exist for good reason
+3. **Meet expectations** - Cart icon, hamburger menu, search bar placement
+4. **Innovate carefully** - Novel interactions require learning investment
+
+### Application in UX
+
+```
+Conventional Patterns:
+- Logo in top-left links to home
+- Shopping cart in top-right
+- Search bar in header
+- Footer contains legal/contact links
+- Underlined text = hyperlink
+- Blue links (or clearly styled alternatives)
+
+Risky Innovations:
+- Non-standard navigation placement
+- Unusual scroll behaviors
+- Custom cursor styles
+- Non-standard form controls
+```
+
+---
+
+## Peak-End Rule
+
+> People judge an experience largely based on how they felt at its most intense point (peak) and at its end, rather than based on the sum of every moment.
+
+**Formulated by:** Daniel Kahneman
+
+### Key Implications
+
+1. **Design memorable moments** - Create positive peaks in the experience
+2. **End on a high note** - Final impressions disproportionately matter
+3. **Manage low points** - Minimize negative peaks in user journeys
+4. **Focus on key moments** - Not every interaction needs equal polish
+
+### Application in UX
+
+```
+Positive Peaks:
+- Delightful animations on success
+- Personalized welcome messages
+- Achievement celebrations
+- Surprise and delight moments
+
+Strong Endings:
+- Clear confirmation of completed tasks
+- Helpful "what's next" suggestions
+- Thank you messages
+- Easy save/export of results
+```
+
+---
+
+## Tesler's Law (Law of Conservation of Complexity)
+
+> For any system there is a certain amount of complexity which cannot be reduced. The question is: who deals with it—the user or the designer?
+
+**Formulated by:** Larry Tesler
+
+### Key Implications
+
+1. **Absorb complexity** - Move complexity from users to the system
+2. **Don't oversimplify** - Some complexity is inherent and necessary
+3. **Smart defaults** - Handle common cases automatically
+4. **Progressive disclosure** - Hide complexity until needed
+
+### Application in UX
+
+```
+System absorbs complexity:
+- Auto-detecting location
+- Pre-filling forms with known data
+- Smart suggestions and autocomplete
+- Automatic formatting (dates, phone numbers)
+- Intelligent defaults
+
+Don't remove necessary complexity:
+- Tax filing requires certain information
+- Medical forms need complete details
+- Security requires authentication steps
+```
+
+---
+
+## Gestalt Principles
+
+Principles of visual perception that explain how humans group visual elements.
+
+### Proximity
+Elements close together are perceived as related.
+
+```
+Use for:
+- Grouping form fields
+- Organizing navigation
+- Creating visual sections
+- Associating labels with inputs
+```
+
+### Similarity
+Elements that look similar are perceived as related.
+
+```
+Use for:
+- Consistent button styles
+- Icon families
+- Color coding categories
+- Typography indicating function
+```
+
+### Continuity
+Elements arranged in a line or curve are perceived as related.
+
+```
+Use for:
+- Progress indicators
+- Timelines
+- Navigation flows
+- Reading direction
+```
+
+### Closure
+The mind fills in missing information to complete shapes.
+
+```
+Use for:
+- Minimalist icons
+- Loading indicators
+- Implied boundaries
+- Logo design
+```
+
+### Common Region
+Elements within a boundary are perceived as grouped.
+
+```
+Use for:
+- Card designs
+- Form sections
+- Modal dialogs
+- Feature groupings
+```
+
+### Figure-Ground
+The mind separates foreground from background.
+
+```
+Use for:
+- Modal overlays
+- Focus states
+- Dropdown menus
+- Image/text relationships
+```
+
+---
+
+## Additional Important Laws
+
+### Aesthetic-Usability Effect
+Users often perceive aesthetically pleasing designs as more usable, even when they're not.
+
+### Doherty Threshold
+Productivity increases when computer and user interact at a pace (< 400ms) that ensures neither has to wait on the other.
+
+### Law of Common Region
+Elements tend to be perceived as groups if they share an enclosed area.
+
+### Law of Prägnanz
+People interpret ambiguous images as simple and complete.
+
+### Mere Exposure Effect
+The more exposure people have to something, the more they prefer it.
+
+### Occam's Razor
+Among competing hypotheses, the one with the fewest assumptions should be selected.
+
+### Pareto Principle (80/20 Rule)
+Roughly 80% of effects come from 20% of causes. Focus on the vital few features/screens.
+
+### Postel's Law
+Be liberal in what you accept and conservative in what you send.
+
+### Serial Position Effect
+Users best remember the first and last items in a series.
+
+### Von Restorff Effect (Isolation Effect)
+Items that stand out are more likely to be remembered.
+
+### Zeigarnik Effect
+People remember uncompleted tasks better than completed ones.
+
+---
+
+## Sources
+
+- Yablonski, J. (2020). "Laws of UX: Using Psychology to Design Better Products & Services"
+- [lawsofux.com](https://lawsofux.com/)
+- Nielsen Norman Group research
+- Kahneman, D. (2011). "Thinking, Fast and Slow"