There are many instances where the designers wonder why the users do not interact with their product in a manner they were expecting them to. It might be because the UX design experts do not orderly understand how to use diverse psychology principles in the product designing process in order to elicit particular responses and actions from discerning users. Customers are typically driven by emotions as they look at a website, and start to wonder if they should make a purchase or not. At this moment, it is crucial for the website to connect with the heartstrings of the customers, so as to encourage them to purchase the necessary product or service.

There are certain UX principles that influence human behavior, and all designers must effectively incorporate them into their design in a seamless manner to enhance its effectiveness. Here are some of those principles:

• Visual perception: Thanks to Gestalt’s theory, the principle of visual perception has been implemented in the sphere of UX design. As per this theory, the brain tends to process information in a highly fascinating manner by making people subconsciously group together multiple separated subjects and perceive them as a whole. The principles of this theory are broadly categorized into six sections
• Law of Symmetry: Symmetry is pleasing to look at. Hence, as people look at certain objects, they ideally see them as symmetrical shapes.
• Law of Proximity: Components placed close to each other are perceived as a group. Hence, multiple objects that are placed at close proximity are typically considered to be a single unit.
• Law of Similarity: Similar objects placed within close proximity are also perceived as a single unit.
• Figure and ground: Users would be able to switch between an object and its surrounding area that represents the ground in order to perceive diverse images.
• Law of Closure: Even if an object is incomplete, the brain can fill in the missing information there to enable people to perceive it as a whole.
• Law of Continuity: The law of continuity is broadly based on the creation of curved lines that enable the eye to flow with the line. It ultimately leads to a psychological phenomenon as the eye is encouraged to move through one object, and continue to the other one.
• Visuals dominate but the text also matters: Even though visual content has a key role to play in promoting ideas, brands, and businesses, the visual strategy should be orderly fluid with the message. As per Ben Ratcliff, a UX writer at TopWritersReview, the written content is as equal to the aesthetics and design of a website when it comes to making sure that the message a person wants people to know about their brand is transmitted properly.
• Psychology of colors: Colors are an incredibly powerful design tool. UX design experts can choose to use colors to influence moods, trigger psychological reactions and signal attention. Ronak Meghani, the Co-Founder of Magneto IT Solutions, mentions that colors can have a great impact on the emotions of the product users and may also influence their behavior when it comes to interacting with the relevant website. In fact, according to him, colors alone can persuade a visitor to make a purchase if they are used wisely. It is prudent to use the colors that represent the best possible personality of the target audience of a brand. It may include the usage of blue for inspiring security and honesty to evoking emotions of action and urgency with red.

User experience design is known to have its key conceptual roots in cognitive and behavioral psychology, and subsequently can be considered to be a blueprint of the interaction of a human being with a machine.

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