Attention and perception
What gets noticed, and what gets skipped.
Shoppers scan before they read, and much of a page goes unseen however carefully it was designed. These 12 principles cover what draws the eye, what gets ignored, how layout groups things, and how images and search results are taken in.
Autocomplete position bias Searchers overwhelmingly look at and pick the top few query suggestions, so their order shapes what gets searched. Mainly Search, also SitewideMainly here Tested in shopping-like settings Moderate Banner blindness People tend to overlook content that looks like an advert or sits where adverts usually appear. Mainly Homepage, also Sitewide, CategoryMainly here Tested in shopping-like settings Moderate Display orientation (list vs grid) Vertical lists are read top-down with strong position effects; grids and horizontal rows are scanned more broadly. Mainly Search, also Homepage, CategoryMainly here Tested in shopping-like settings Moderate Gaze cueing People automatically look where others are looking. Mainly Homepage, also ProductMainly here Tested in shopping-like settings Moderate Gestalt grouping Elements that are close, similar or enclosed together are seen as belonging together. Mainly Sitewide, also Category, Product, CheckoutMainly here Not tested in shopping Strong Information scent (information foraging) People follow cues that predict whether a path is worth the effort, and abandon it when the 'scent' weakens. Mainly Search, also Sitewide, Homepage, Category, ProductMainly here Not tested in shopping Framework Mental simulation Content that helps people imagine using a product can raise purchase intent. Mainly Product, also HomepageMainly here Tested on real shoppers Moderate Picture superiority effect Images are remembered better than words. Mainly Product, also Homepage, Category, SearchMainly here Tested on real shoppers Strong Psychology of waiting Waits that are uncertain, unexplained or empty feel longer and anger people more than known, explained or filled waits. Mainly Post-purchase, also Sitewide, CheckoutMainly here Tested in shopping-like settings Moderate Scanning patterns (F-pattern) People scan web pages rather than read them, and on text with little formatting their attention concentrates at the top and left. Mainly Category, also Homepage, Product, SearchMainly here Tested in shopping-like settings Moderate Visual preference heuristic Shoppers prefer image-led assortments and see more variety in them, but large image-led sets are scanned less carefully and feel more overwhelming than text. Mainly Search, also Homepage, CategoryMainly here Tested in shopping-like settings Moderate Von Restorff (isolation) effect The item that differs from its surroundings is the one noticed and remembered. Mainly Product, also Sitewide, Category, CartMainly here Tested in shopping-like settings Strong
No principles match all of that.
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