7 Principles of Attention (UX Design Principles)

Controlling the attention is a very important step towards creating better user experiences.

So how do you control attention? 

There are 7 principles that you should be aware of:

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Contrast

If there's no place where the eye can come to rest, you actually can't control attention. 

If everything has the same intensity or the same contrast, there is no way to control attention. The eye works with contrast, so contrast tells us what is important and what is not. 

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Space

The same applies to space. Use space to separate objects, that's another form of contrast. 

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People/Faces

The next principle is people or faces. Your users will first check the people that they see on your website or app and the faces. Why? 

In old times people had to make sure that there is no enemy, that all people are friendly, so this is the first instinct, to check if all people that you see are friendly, or what kind of people are there. 

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Movement

Our eyes focus on things that move, they seem to be more important than other things. 

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Breaking The Rules

If in a row of things one is different, people look there. You can use that trick to get peoples attention and then reach to the customer’s mind with the content you want them to consume.

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Directional Cues

If you have pictures of people on your website looking somewhere, your visitors will have to look there as well, they won’t be able to resist it. 

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Person’s name/Their own face

The same thing happens when you use the name of people. People have to look at the picture of themselves.

You might know that from the online meetings. Usually if there's a small picture of yourself, you always will look at yourself or the same with your name, people have to look at their name. 

Being aware of these seven principles, you can control attention, if you can control attention you can control the experience that leads to results.