Guiding principles of UX

The time it takes to make a decision increases with the number and complexity of choices.

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.

Elements tend to be perceived into groups if they are sharing an area with a clearly defined boundary. - Gestalt Principle

Objects that are near, or proximate to each other, tend to be grouped together. - Gestalt Principle

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. - Gestalt Principle

The human eye tends to perceive similar elements as a complete picture, shape, or group, even if those elements are separated. - Gestalt Principle

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

A compressed model based on what we think we know about a system and how it works.

The average person can only keep 7 (plus or minus 2) items in their working memory.

Any task will inflate until all of the available time is spent.

The time to acquire a target is a function of the distance to and size of the target.