Websites and applications are often judged by first impressions. Visual attractiveness with properly placed accents helps retain audience interest and promotes repeat visits or purchases. Of course, all people have different experiences and ways of thinking, but nevertheless, there are basic patterns of perception that, according to research, work practically on all users. In this article, we will explore some of them.

Rule 7 ± 2 (Hick’s Law)

This law states that a person is comfortable perceiving a limited number of objects simultaneously. The most optimal range is from 5 to 9. If there are more objects, the user begins to get lost and doesn't know where to look.

Gutenberg Diagram

Users usually start viewing information from the upper left corner of the page, moving to the right, then to the left down, and again to the right, forming a path resembling the letter 'Z.' Therefore, introductory information should be placed first, followed by important information, additional information lower down and ending (here you can add a call to action).

F-Pattern

The F-pattern is most commonly used on text pages. The user's gaze moves from top to bottom, first left, then right, forming the shape of the letter ‘F.’ As the user scrolls down the page, their interest decreases. Therefore, the most important information should be placed at the beginning of the page, decreasing to the least important.

Law of Proximity

Elements placed close to each other are perceived as a connected group, making it easier for the user to classify information.

Law of Similarity

Similar elements are perceived as part of the same group, even if they are physically separated. This creates visual order.

Law of Symmetry

Symmetrically positioned objects are perceived as a whole. This way of arrangement creates a sense of order and organization. Symmetry is good to use on more serious and business websites.

Fitts's Law

The time needed to achieve a goal (such as clicking a button) depends on its size and placement. Large and properly positioned elements will attract attention first.

Applying these rules and laws in design is a key aspect of a good web project. But remember, there is no one right way to manage audience attention. It is important to understand goals and expectations, as well as study user needs.