- 80 20 Rule - 20 percent of variables causes 80 percent of effects in a large system
- Accessibility - design should be usable by as many people as possible without modification
- Advance organiser - to help people understand new info in terms of what they already know
- Aesthetic-Usability Effect - more aesthetic designs are perceived as easier to use
- Affordances
- Alignment
- Archetypes
- Attractiveness Bias
- Baby-Face Bias
- Chunking - break down information into smaller, manageable units or chunks
- Classical conditioning
- Closure
- Cognitive Dissonance
- Colour
- Common Fate
- Comparison - to convincingly illustrate patterns and relationships
- Confirmation
- Consistency
- Constancy
- Constraint
- Control
- Convergence
- Cost-Benefit
- Defensible Space
- Depth of Processing - deeply analysed information is better recalled
- Development Cycle
- Entry Point
- Errors
- Expectation Effect
- Exposure Effect
- Face-ism Ratio
- Factor of Safety
- Feedback Loop
- Fibonacci Sequence
- Figure-Ground Relationship
- Fitts’ Law
- Five Hat Racks
- Flexibility-Usability Tradeoff
- Forgiveness
- Form Follows Function
- Framing
- Garbage In-Garbage Out
- Golden Ratio
- Good Continuation
- Gutenberg Diagram
- Hick’s Law - too many choices can paralyse people
- Hierarchy
- Hierarchy of Needs
- Highlighting
- Iconic Representation
- Immersion
- Interference Effects
- Inverted Pyramid - present critical info first followed by less critical ones
- Iteration
- Law of Pragnanz
- Layering - organising information into groupings to manage complexity and reinforce relationships
- Legibility
- Life Cycle
- Mapping
- Mental Models
- Mimicry
- Mnemonic Device
- Modularity
- Most Average Facial Appearance Effect
- Normal Distribution
- Ockham’s Razor
- Operant Conditioning
- Orientation Sensitivity
- Performance Load
- Performance Versus Preference
- Picture Superiority Effect
- Progressive Disclosure
- Prospect-Refuge
- Prototyping
- Proximity
- Readability - use simple presentation for easy understanding
- Recognition Over Recall - from memory due to the cues provided
- Redundancy
- Rule of Thirds
- Satisficing
- Savanna Preference
- Scaling Fallacy
- Self-Similarity
- SeriaI Position Effects
- Shaping - teach complex behaviours by progressive reinforcement
- Signal-to-Noise Ratio - present more relevant information than non-relevant information
- Similarity
- Storytelling is effective due to our evolution
- Structural Forms
- Symmetry
- Threat Detection
- Three-DimensionaI Projection
- Top-Down Lighting Bias
- Uncertainty Principle
- Uniform Connectedness
- Visibility
- Von Restorff Effect - present key elements in an unusual way to improve interestingness and recall
- Waist-to-Hip Ratio
- Wayfinding
- Weakest Link