![]() ![]() Extensive lists of information put a strain on the human memory, often hindering perception and recall and, by utilizing both ends of the serial position effect spectrum (primacy and recency), you can enhance your designs significantly.īy understanding that items or assets in the middle of a sequence are usually absorbed the least, it’s possible to leverage the serial position effect to minimize the loss of information. Now that you understand the fundamental concepts of the serial position effect, we’re going to consider how you can apply it to design - or more specifically, to user design interfaces.īoth the primacy and recency effect can have a significant impact on the design of user interfaces. The primacy and recency effect combined make up key elements of the serial position effect, which brings us onto our next point.Īpplying the serial position effect to design In a UX design context, for instance, a potential customer will recall the last two items they saw on a personalized product recommendation carousel and purchase one of these products as a result. In many cases, jurors are more likely to recall, and agree with, the argument or conclusion they hear last. This model is dependent on short-term memory.Ī mix of studies suggests that the recency effect is prevalent in the courtroom. Rather than recalling information absorbed earlier on, the recency effect is based on the notion of people remembering the information they see last with more clarity. ![]() The primacy effect is based on the discovery that an individual is likely to recall items, assets or information from the start of a list.įor instance, when someone attempts to remember something from a long list of words, they are likely to recall the terms words listed at the beginning, rather the middle.Īs such, the primacy effect helps a user to remember the information they absorb first better than the information they see later on in their journey (further down a landing page, for example).Įssentially, the recency effect is a concept contrary to the primary effect. ![]() These extensive studies resulted in the two vital serial position effect concepts: the primacy effect and the recency effect. These studies were further developed by psychologists B.Murdock in 1962 and Glanzer & Cunitz in 1966. Hermann Ebbinghaus coined the phrase based on in-depth studies on the short as well as long term memory and its impact on how we remember or perceive information. As humans, we do indeed tend to remember the items near the start or end of a list - much like our brains respond well to storytelling. When it comes to UX optimization, the order of things matter. Here we’re going to explore the serial position effect in more detail, explore some notable design examples, and consider how you can use this powerful principle to improve your brand’s UX offerings. This approach to digital design is present in the websites, apps or landing pages of iconic brands such as Apple, Nike or Electronic Arts (EA). User experience (UX) designers leverage the serial position effect to improve their designs and create a richer, more seamless experience for consumers. The concept dictates that people usually remember items at the beginning or the end of a list or sequence with greater accuracy than those in the middle. You may not be aware of this, but it’s likely that you’ve come across the serial position effect on more than one occasion.Ī concept coined by renowned psychologist, Hermann Ebbinghaus, the serial position effect refers to how the location of an item in a sequence influences a person’s memory or recall. ![]()
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