Laws & Patterns
UX Law

Law of Similarity

Design elements that share visual characteristics are perceived to be more related by users.

Definition

The Law of Similarity posits that users naturally group together and associate design elements that share similar visual characteristics, such as color, shape, size, or orientation. This principle is a fundamental aspect of Gestalt psychology, which emphasizes holistic processing.

Do

  • Use similar visual characteristics to group related UI elements or content
  • Leverage similarity to create or reinforce structure within your design
  • Utilize the law of similarity to guide users' attention and interactions

Avoid

  • Avoid making unrelated elements visually similar, which can lead to confusion
  • Do not overuse similarity to the point where it loses its effectiveness
  • Don't neglect the importance of contrast and differentiation within groups of similar elements

When to apply

  • Designing UI elements that represent related functions or content
  • Organizing information or options in a layout
  • Creating visual hierarchy and flow

Related topics

similaritygestaltgroupingvisual-hierarchyui-design

Similar principles

Cognitive Bias

Aesthetic-Usability Effect

Designs that are aesthetically pleasing are perceived as more usable by users.

Cognitive Bias

Cheerleader Effect

Individual items appear more attractive when displayed alongside similar items.

UX Law

Contrast Principle

Use high contrast to draw user attention and emphasize key elements.

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