Hicks Law

Making a choice

The time it takes to make a decision increases with the number and complexity of the choices available. Example:Sometimes the user will come across complex forms that might require multiple steps in order to complete. If we as designers can reduce the complexity we can reduce the cognitive load we place on the user, allowing them to complete the task quickly and encourage a high conversion rate.

Jakobs Law

Simialarity

Users spend most of their time on other sites, and they prefer your site to work the same way as ll the others they already know. ExampleIf you decide to feature the basket call to action within a banner that can easily be missed this creates a huge amount of confusion and friction within the user's brain.Typically using the same mental models as other websites creates a superior user experience and refrains the user from trying to learn new mental models.

Fits Law

Hitting the target

The time it takes for someone to hit the target (button press) depends on its size and how far away the target is. ExampleIf you include a small button within your UI kit, this button will naturally be will be harder to hit than a bigger button.The minimum size for an effective and accessible call to action is 44px x 44px. However, going beyond this size is highly recommended due to average hand sizes and WCAG accessibility standards.