Psychology in Design
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Categories explained

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Usability and Interaction

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neurology

Perception and Cognition

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Social and Emotional Influence

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Decision Making

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Biases and Principles

Name

Meaning

Tips

dataset
Action Bias
Preference for action over inaction.
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Guide actions with clear, specific instructions.
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Introduce friction to discourage impulsive decisions.
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Provide context to reduce uncertainty and hesitation.
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neurology
Affect Heuristic
Decisions based on current emotions rather than logic.
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Use positive emotions to build trust and engagement.
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Present risk with balanced, neutral language.
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Test emotional responses to enhance user experience.
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Ambiguity Effect
Avoiding options with unknown outcomes.
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Clarify outcomes with transparent information.
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Reduce ambiguity with familiar terminology.
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Offer examples and case studies for clarity.
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Anchoring Bias
Relying heavily on the first info seen.
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Present key information early to anchor decisions.
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Use strategic anchors for effective product comparisons.
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Test varied anchors to understand decision influence.
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Attentional Bias
Focusing on certain stimuli over others.
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Capture attention with emotionally engaging visuals.
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Avoid cognitive overload with selective emphasis.
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Prioritise key info with visual hierarchy and contrast.
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Attentional Spotlight Effect
Overestimating how much others notice you.
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Clarify visibility settings for privacy-conscious users.
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Reassure users with cues on content visibility.
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Differentiate private vs public info clearly.
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Authority Bias
Trusting authority figures more than others.
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Leverage authority signals to establish credibility.
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Maintain ethical influence without manipulation.
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Attribute information to trusted sources transparently.
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Availability Heuristic
Judging likelihood by ease of recall.
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Use familiar examples to aid understanding.
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Make key info prominent for better recall.
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Test placements for salience and impact on decisions.
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Backfire Effect
Reinforcing beliefs when challenged.
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Correct misconceptions gently to reduce resistance.
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Use factual, neutral language for sensitive topics.
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Experiment with formats to deliver corrective info.
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Barnum Effect
Believing vague statements are personal.
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Personalise content for genuine relevance.
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Avoid vague claims to build authenticity.
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Test specificity levels for trust and engagement.
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Base Rate Fallacy
Ignoring general probabilities for specifics.
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Present statistical data clearly for better decisions.
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Use relatable examples to illustrate probabilities.
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Avoid anecdotal evidence that skews perception.
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Belief Perseverance
Holding onto beliefs despite contrary evidence.
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Frame new info to complement existing beliefs.
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Introduce alternative perspectives gradually.
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Encourage curiosity by asking open-ended questions.
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Bikeshedding
Focusing on trivial tasks over more complex, significant ones.
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Minimise focus on trivial details in complex tasks.
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Guide users to prioritise impactful decisions.
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Streamline UI to reduce distractions and debates.
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Bottom-Dollar Effect
Negative emotions tied to depleted resources transfer to purchases made at th...
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Highlight value for money to ease spending anxiety.
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Use positive reinforcement after purchases.
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Avoid upsells when users feel financially strained.
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Bystander Effect
Reduced action in the presence of others.
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Prompt users to take initiative with direct calls-to-action.
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Reduce ambiguity by clarifying roles and expectations.
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Create urgency to counteract passive behaviour.
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Category Size Bias
Assuming greater likelihood of success when associated with a larger category.
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Group related items to highlight significance.
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Avoid overwhelming users with large categories.
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Emphasise quality over quantity in product displays.
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Cheerleader Effect
Groups appear more attractive than individuals.
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Show products in group settings for added appeal.
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Use social proof to enhance perceived value.
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Test individual vs grouped visuals for impact.
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Choice Architecture
Structuring options to influence decisions.
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Design intuitive choices to simplify decisions.
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Use default options to guide user behaviour.
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Balance nudges with transparent information.
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Choice-Supportive Bias
Favouring past choices despite flaws.
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Reinforce user decisions with positive feedback.
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Highlight benefits of chosen options post-decision.
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Avoid over-justification to maintain authenticity.
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Cognitive Dissonance
Discomfort from conflicting thoughts or actions.
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Resolve dissonance by aligning messaging and actions.
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Use reassurance to reduce post-decision regret.
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Offer rationalisations to support user choices.
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Cognitive Load
Mental effort needed for tasks.
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Simplify complex tasks into smaller steps.
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Prioritise essential info to avoid overload.
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Use visuals to enhance understanding efficiently.
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Commitment Bias
Sticking to initial decisions or investments despite contradictory evidence.
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Encourage small commitments to build momentum.
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Highlight consistency for increased follow-through.
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Allow flexibility to reduce pressure and resistance.
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neurology
Confirmation Bias
Seeking info that confirms beliefs.
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Present balanced information for informed decisions.
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Encourage exploration of diverse perspectives.
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Challenge assumptions to minimise biased thinking.
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Contrast Effect
Perceiving differences more sharply.
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Use strategic comparisons to influence perception.
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Highlight differences to guide preferences.
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Test contrasting options to optimise impact.
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Cultural Bias
Judging through the lens of one's culture.
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Design inclusively with diverse cultural perspectives.
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Test for cultural assumptions in language and visuals.
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Localise experiences for relevant user engagement.
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Curse of Knowledge
Difficulty imagining others' lack of knowledge.
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Simplify explanations for beginner users.
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Use relatable examples to bridge knowledge gaps.
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Test content with diverse audiences for clarity.
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Decoy Effect
An irrelevant option alters preferences.
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Use decoy options to nudge preferred choices.
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Design decoys ethically to maintain user trust.
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Test different decoy placements for influence.
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Default Bias
Preference for pre-selected options.
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Pre-select options to simplify decisions.
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Highlight default choices for convenience.
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Offer clear opt-outs to maintain user autonomy.
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Dunning-Kruger Effect
Overconfidence in one's competence.
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Provide feedback to align confidence with competence.
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Offer learning resources for skill development.
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Encourage humility and continuous improvement.
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Effort Justification
Valuing outcomes based on effort invested.
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Showcase achievement after user effort.
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Reinforce value to justify user investment.
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Reward effort with recognition or incentives.
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Egocentric Bias
Overestimating how much others share one’s views.
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Use personalisation to resonate with self-focused users.
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Acknowledge diverse perspectives to balance egocentrism.
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Test messaging for inclusive appeal.
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Emotional Contagion
Sharing emotions through observation.
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Leverage positive emotions to enhance engagement.
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Use empathetic design to build emotional connections.
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Test emotional triggers for user influence.
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Empathy Gap
Difficulty predicting behaviour in different emotional states.
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Present emotional context to bridge empathy gaps.
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Design with future needs to counter short-term focus.
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Test messaging for emotional resonance.
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neurology
End-of-Day Effect
Recalling the last event more vividly.
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Time key interactions for end-of-day engagement.
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Summarise daily progress for user satisfaction.
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Offer end-of-day reflections for emotional closure.
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Endowment Effect
Overvaluing items because they are owned.
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Highlight ownership to increase perceived value.
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Use trial experiences to enhance attachment.
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Emphasise personalisation to deepen ownership.
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False Consensus Effect
Overestimating agreement with personal views.
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Highlight diverse opinions to challenge consensus bias.
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Use social proof thoughtfully to avoid false norms.
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Test messaging for inclusive perspective.
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neurology
False Memory
Recollections can be inaccurate or fabricated.
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Provide accurate recaps to prevent false recall.
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Use clear timelines to enhance memory accuracy.
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Test content for memory reliability.
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False Uniqueness Effect
Overestimating the uniqueness of one’s traits.
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Celebrate individual achievements to counter uniqueness bias.
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Use relatable stories for community connection.
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Test social proof for balanced individuality.
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Fear of Missing Out (FOMO)
Anxiety from perceived missed opportunities.
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Create urgency with limited-time offers.
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Balance FOMO with transparent messaging.
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Test scarcity tactics for ethical influence.
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neurology
Feedback Loop
When users take action, feedback communicates what happened.
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Use positive feedback to encourage engagement.
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Provide constructive feedback for growth.
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Design feedback timing for maximum impact.
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neurology
Fitts's Law
Ease of interaction depends on size and distance.
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Design large, easily clickable targets.
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Place important actions within reach zones.
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Minimise movement for efficient navigation.
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Foot-in-the-Door Technique
Gaining compliance through small initial requests.
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Start with small requests to build user compliance.
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Gradually escalate commitment for bigger actions.
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Use progressive onboarding to ease adoption.
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Forer Effect
Believing vague statements are personal.
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Personalise experiences for user relevance.
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Avoid vague generalities for genuine engagement.
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Test specificity levels for trust and resonance.
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Framing Effect
Decisions shaped by how information is presented.
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Frame choices positively to influence decisions.
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Test loss vs gain framing for behavioural impact.
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Maintain ethical framing for user autonomy.
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Groupthink
Conforming to group decisions for harmony.
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Encourage diverse viewpoints for balanced decisions.
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Design anonymous feedback to reduce conformity.
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Facilitate open dialogue for innovative solutions.
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Halo Effect
Judging based on one positive attribute.
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Leverage positive brand elements for trust.
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Maintain consistency to reinforce brand perception.
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Test design elements for holistic influence.
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Hedonic Adaptation
Adjusting to positive or negative changes.
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Introduce novelty to maintain user interest.
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Create periodic surprises to enhance experiences.
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Test variation frequency for sustained engagement.
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neurology
Hick's Law
More options lead to harder decisions.
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Limit choices for faster decision-making.
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Group related options to simplify navigation.
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Test choice complexity for optimal user flow.
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Hindsight Bias
Believing outcomes were predictable after the fact.
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Acknowledge uncertainty to reduce hindsight bias.
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Present alternative outcomes for balanced views.
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Use narrative techniques for context retention.
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Hot Hand Fallacy
Believing a streak will continue.
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Avoid reinforcing streak patterns in decision-making.
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Design balanced feedback to counter confirmation.
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Test probability framing for rational choices.
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IKEA Effect
Overvaluing self-created items.
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Involve users in customisation for ownership.
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Highlight user effort to increase perceived value.
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Reward completion to reinforce commitment.
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Illusion of Control
Overestimating one's ability to influence outcomes.
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Offer choice to enhance perceived control.
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Provide clear feedback to validate user actions.
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Avoid false control for ethical transparency.
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Illusory Correlation
Perceiving relationships where none exist.
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Present data objectively to avoid false connections.
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Test causality perceptions for accurate interpretation.
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Balance correlations with factual explanations.
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In-Group Bias
Favouring members of one's own group.
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Use community elements for user belonging.
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Promote inclusivity to reduce group polarisation.
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Test messaging for balanced identity reinforcement.
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Loss Aversion
Fearing losses more than valuing gains.
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Highlight potential losses to drive action.
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Frame gains to minimise perceived risks.
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Balance urgency with ethical messaging.
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Mere Exposure Effect
Familiarity breeds preference.
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Increase familiarity for positive brand recall.
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Use repetition strategically for preference building.
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Test exposure frequency for optimal engagement.
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Negativity Bias
Focusing on negative over positive information.
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Balance negative feedback with positive reinforcement.
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Use constructive language to mitigate negativity.
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Test emotional responses for balanced impact.
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neurology
Nudge
Subtle hints can affect user decisions.
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Design nudges to guide user behaviour ethically.
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Use default settings to simplify decisions.
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Test subtle prompts for effective influence.
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Omission Bias
Preferring inaction over equivalent action.
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Clarify consequences of inaction to reduce bias.
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Frame choices transparently to maintain trust.
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Test message framing for balanced decision-making.
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Optimism Bias
Overestimating positive outcomes.
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Present realistic expectations for informed choices.
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Balance positive messaging with cautionary notes.
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Test impact of optimism on risk perception.
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Outcome Bias
Judging decisions by their outcomes.
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Focus on decision process, not just outcomes.
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Present alternative outcomes for balanced judgment.
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Use case studies to illustrate nuanced decisions.
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Over-justification Effect
Rewards reducing intrinsic motivation.
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Balance intrinsic and extrinsic motivators.
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Use rewards sparingly to maintain engagement.
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Test reward frequency for sustained interest.
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Overconfidence Effect
Excessive belief in personal accuracy.
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Provide feedback to calibrate confidence.
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Use data-driven insights to counter overconfidence.
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Test scenarios to challenge user assumptions.
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Paradox of Choice
Too many options reduce satisfaction.
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Limit options to reduce decision fatigue.
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Highlight recommended choices for guidance.
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Group similar items to simplify comparisons.
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Pareto Principle (80/20 Rule)
80% of outcomes stem from 20% of causes.
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Focus on high-impact features for efficiency.
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Prioritise tasks for maximum productivity.
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Test resource allocation for optimal results.
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neurology
Peak-End Rule
Judging experiences by peak moments and the end.
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Design memorable peak moments for engagement.
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End experiences on a positive note.
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Test peak and end effects on user satisfaction.
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Placebo Effect
Belief influencing outcomes.
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Create positive expectations to enhance experience.
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Use perception management for user satisfaction.
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Test impact of expectations on user feedback.
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Planning Bias
Underestimating task time and complexity.
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Break tasks into realistic timelines.
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Provide progress feedback to recalibrate estimates.
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Use historical data for accurate planning.
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neurology
Primacy Effect
Prioritising the first information seen.
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Present key info first for better recall.
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Use strategic sequencing to influence decisions.
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Test order effects for optimal messaging.
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Priming
Subconscious influence from prior exposure.
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Use subtle cues to influence user behaviour.
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Test positive vs negative priming for impact.
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Maintain ethical priming for authentic interactions.
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Progressive Disclosure
Presenting information gradually to avoid overwhelming users.
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Reveal info progressively to reduce cognitive load.
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Use contextual triggers for deeper engagement.
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Test timing for effective information hierarchy.
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Projection Bias
Assuming future preferences match current ones.
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Present future scenarios for realistic decisions.
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Use empathy prompts to expand user perspective.
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Test temporal framing for balanced expectations.
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Proximity Principle
Grouping based on spatial closeness.
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Group related items to improve usability.
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Leverage spatial relationships for intuitive design.
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Test proximity effects on attention and recall.
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Pseudocertainty Effect
Preferring certain outcomes over probabilistic ones.
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Frame risks transparently for informed decisions.
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Present probabilities clearly to avoid bias.
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Test certainty framing for ethical influence.
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Pygmalion Effect
High expectations improve performance.
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Set positive expectations for enhanced performance.
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Use motivational messaging to inspire achievement.
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Test feedback loops for sustained growth.
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neurology
Recency Effect
Prioritising the last information seen.
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End experiences with memorable interactions.
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Summarise key points for enhanced recall.
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Test recency impact on decision-making.
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Reciprocity Principle
Feeling obligated to repay favours.
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Offer genuine value to encourage reciprocity.
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Use small gestures to build user loyalty.
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Test timing for effective reciprocity triggers.
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Regret Aversion
Avoiding decisions to prevent future regret.
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Minimise regret with flexible choices.
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Use reassurance to reduce decision anxiety.
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Test regret framing for user confidence.
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Risk Compensation Effect
Increased risk-taking after safety improvements.
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Balance safety features with user autonomy.
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Communicate risks transparently for informed choices.
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Test risk perceptions for responsible engagement.
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Scarcity Principle
Assigning greater value to limited resources.
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Create urgency with limited availability.
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Use scarcity ethically to avoid manipulation.
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Test scarcity effects on purchase behaviour.
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Self-Consistency Bias
Believing past actions align with current beliefs.
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Reinforce consistent behaviour for habit formation.
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Use gentle reminders to align with past actions.
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Test consistency triggers for long-term engagement.
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diversity_1
Self-Fulfilling Prophecy
Beliefs shape actions, influencing outcomes.
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Set positive expectations for desired outcomes.
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Design feedback to encourage goal achievement.
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Test feedback loops for motivation and growth.
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Self-Handicapping Bias
Creating excuses to protect self-esteem.
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Reduce fear of failure with low-stakes challenges.
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Encourage learning from setbacks for growth.
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Test motivational prompts for resilience.
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Self-Serving Bias
Attributing success internally and failures externally.
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Acknowledge user efforts for positive reinforcement.
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Use balanced feedback for realistic self-assessment.
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Test recognition formats for user motivation.
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neurology
Serial Position Effect
Remembering the first and last items in a sequence.
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Place key info at start and end for recall.
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Sequence actions strategically for memorability.
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Test order effects on decision impact.
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Simpson's Paradox
Trends reversing when data is grouped.
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Present data with context for accurate interpretation.
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Use visual aids to clarify complex patterns.
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Test narrative framing for data comprehension.
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Social Proof
Following others' actions in uncertainty.
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Leverage testimonials for trust and credibility.
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Use popularity indicators to guide choices.
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Test social proof placements for influence.
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Status Quo Bias
Preferring existing situations over change.
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Simplify switching costs to reduce resistance.
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Highlight benefits of change for motivation.
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Test default options for user acceptance.
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Sunk Cost Fallacy
Continuing due to past investment.
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Frame decisions on future benefits, not past costs.
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Encourage flexibility to avoid commitment traps.
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Test messaging for rational decision-making.
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Survivorship Bias
Focusing on successes, ignoring failures.
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Present failure data for balanced insights.
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Use case studies to show full success context.
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Test narrative balance for informed decisions.
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Temporal Discounting
Preferring smaller immediate rewards over larger future ones.
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Use short-term rewards to keep users engaged.
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Break long-term goals into manageable milestones.
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Highlight immediate benefits to drive conversions.
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diversity_1
The Bandwagon Effect
People adopt behaviours or beliefs because others do.
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Show social proof to encourage user adoption.
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Use trending indicators to highlight popularity.
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Leverage testimonials to reinforce trust.
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The Ben Franklin Effect
Doing a favour for someone increases liking.
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Encourage small user contributions for engagement.
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Use micro-interactions to build investment.
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Foster reciprocity with meaningful user actions.
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diversity_1
The Illusion of Asymmetric Insight
Believing you understand others better than they understand you.
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Encourage perspective-taking in discussions.
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Provide diverse viewpoints to challenge assumptions.
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Use transparent data to reduce overconfidence.
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The Illusion of Validity
Overestimating the accuracy of our judgments.
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Present balanced data to counter overconfidence.
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Use fact-checking prompts to encourage scrutiny.
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Highlight complexity to prevent misleading certainty.
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The Just-World Hypothesis
Believing the world is inherently fair.
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Avoid framing outcomes as always deserved.
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Use empathetic messaging to counter bias.
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Present data on luck and external influences.
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The Ostrich Effect
Ignoring negative information to avoid discomfort.
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Use gentle reminders for important tasks.
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Make critical information unavoidable.
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Reduce fear-based messaging for better engagement.
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Time Perception Bias
Perceiving time differently under varying contexts.
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Use progress bars to create a sense of movement.
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Highlight real-time updates for immediacy.
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Structure tasks to align with user time perception.
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Von Restorff Effect
People notice items that stand out more.
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Make key elements visually distinct.
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Use contrast to draw attention to critical actions.
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Avoid overusing highlights to maintain impact.
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Zeigarnik Effect
Remembering incomplete tasks better.
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Use progress indicators to maintain user engagement.
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Break tasks into unfinished steps for continuity.
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Provide gentle nudges to complete actions.
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