Aesthetic Usability Effect - Aesthetically pleasing design creates a positive response in people’s brains and leads them to believe the design actually works better.

Doherty Threshold - Provide system feedback within 400ms in order to keep users’ attention and increase productivity.

Fitts’s Law - The time to acquire a target is a function of the distance to and size of the target.

• Touch targets should be large enough for users to both discern what it is and to accurately select them.
• Touch targets should have ample spacing between each other.

Hick’s Law - The time it takes to make a decision increases with the number and complexity of choices.

• Simplify choices for the user by breaking down complex tasks into smaller steps.
• Avoid overwhelming users by highlighting recommended options.

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.

• By leveraging existing mental models, we can create superior user experiences in which the user can focus on their task rather than learning new models.

Law of Common Region - Elements tend to be perceived into groups if they are sharing an area with a clearly defined boundary.

Law of Prägnanz - People will perceive and interpret ambiguous or complex images as the simplest form possible, because it is the interpretation that requires the least cognitive effort of us.

Law of Proximity - Objects that are near, or proximate to each other, tend to be grouped together.

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 Uniform Connectedness - Elements that are visually connected are perceived as more related than elements with no connection.

Miller’s Law - The average person can only keep 7 (plus or minus 2) items in their working memory.