Laws & Patterns

Cognitive Bias

Selective Attention

Users naturally filter information, focusing only on elements relevant to their current goals.

Definition

Selective Attention refers to the user's ability to focus on specific information while simultaneously ignoring irrelevant information. This principle is based on the cognitive process of selecting and processing certain aspects of information according to their interests, background, and objectives.

Do

Highlight key information that aligns with user's goals
Minimize irrelevant information or distractions
Use clear and recognizable icons or symbols to guide user's attention

Avoid

Overload the page with excessive information
Make key actions or information hard to find
Distract users with unnecessary animations or pop-ups

When to apply

When there is an abundance of information on a page
When users navigate through a complex interface
When users perform tasks that require goal-oriented actions

Related topics

selective-attention user-focus information-overload

Similar principles

Aha! Moment

The moment users comprehend and appreciate the core value of a product.

Attentional Bias

Users naturally gravitate towards information that matches their current mindset.

Barnum-Forer Effect

Users often perceive generic information as uniquely applicable to them.

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