Uploaded by Shehan Prasanna

Attention theory

“Attention” theory to grab the user attention
Identify the interface designs which are using” Attention” theory to grab the
user attention.
Our environment has become noisier than ever. People have to carefully select
what they pay attention to in their overstimulated daily lives.
As a business, we not only compete with other businesses but basically
everything customer audience pays attention to.
Using psychological principles in design
The red one is more eye-catching and higher than the Blue one.
That is using psychological principals in design is implementing
A child using whatsup even he has lot of
homework and also despite his breakfast.
1. Content helps capture attention.
The Hungarian presentation platform Prezi released their 2018 State of
Attention report. It found that for all generations, the key for engaging content lies in
providing a compelling narrative and stimulating, animated visuals. People
participating in the survey reported improved focus over time in spite of all the
distractions around them. Another important finding relates to multitasking or multidevice usage: “52% of responders admitted that splitting their attention across two or
more pieces of content has caused them to watch, read or listen to something
multiple times “Also, we constantly need to improve our ability to focus in order to
retain information and get things done quickly and effectively. Out of more than 2000
respondents, 49% said they’d become more selective about the content they
2. Vary the types of content
Spice up long texts with images, GIFs, or videos – an app or a website or a
presentation. No one wants to read long texts with no visual relief. We have books for
that.Also, a clear visual hierarchy makes the content easily scan able and
comprehensible. For the visual hierarchy and the content you present, use very wellcrafted and thought-out words. You can achieve it with microcopy. We know that people
tend to willingly keep their attention on something they find more exciting. Scientific
evidence shows that a page full of relevant visuals – images, infographics, and catchy
videos – provides much more excitement than a full body of text. It has also shown that
executives who don’t have the time or drive to read through corporate websites will
much more likely dedicate time when presented a video. One with captivating,
informative visuals that convey all the information but not more than needed at a certain
time can make all the difference.
3. Reduce users’ cognitive load – Use patterns
People already have a hard time determining where to direct their attention. Sometimes
they struggle with unintentionally steering away because of all the distractions UX
designers have to take it easy on them! Minimize the cognitive load for users while they
interact with product. Rely on patterns, users’ already existing mental models, and
design principles. Apply Gestalt principles, use on well-known UI patterns, and go for
that intuitive design!