By applying principles of psychology to product design, we can develop solutions that are more intuitive, attractive and, above all, more responsive to users’ needs and expectations.
What is design for human behaviour?
Designing for human behaviour is about applying insights from psychology and behavioural science to the product design process. The goal is to understand how users think, feel and act in order to create products that are better adapted to their behaviour patterns, that are userfriendly and rewarding.
Psychological principles applied to product design
Some of the most commonly used principles of psychology in product design include:
1. Hick’s Law
Hick’s law states that the more choices a person has, the more time they need to make a decision. In product design, this means that offering too many functions or features can overwhelm the user.
In product design companies, this principle is often applied by simplifying product interfaces and focusing on the most essential features.
For example, the latest generation of household appliances tend to offer intuitive controls with fewer buttons or clearer interfaces, making them easier to use, improving the user experience, reducing frustration and errors.
2. Gestalt theory
Gestalt theory, an idea from visual psychology that explains that people tend to see objects as a whole rather than looking at their individual parts separately.
This principle is very useful in industrial product design because it makes it possible to create products that look organised and easy to understand just by looking at them.
The most effective designs use techniques such as grouping similar elements together and placing them in a way that guides our eyes effortlessly. This makes interacting with the product more natural and easy.
An example of this can be seen in the design of packaging or technological devices, where visual organisation and hierarchy are essential for a better user experience.
3. Confirmation bias
Confirmation bias is a psychological tendency in which people seek information that confirms their prior beliefs. This principle can influence how users perceive and accept a new product. If the product matches what they already expect or believe, they are likely to see it as reliable and attractive.
For example, many companies that design eco-friendly or sustainable products use soft colours and natural materials because they know that users associate that ‘green’ look with environmentally friendly products. And that makes them look better from the start!
4. Immediate feedback
Another principle of design psychology is the importance of immediate feedback. Human beings need to know that their actions have a visible or tangible effect on the environment, which creates a sense of control and confidence.
In product design, providing visual or auditory cues that confirm interaction with the product is essential for a positive user experience.
For example, today’s electric cars emit sounds or lights when they are running or charging because, unlike combustion vehicles, they do not make noise and this could confuse the user if there is no clear feedback that the car is active.
User-Centred Design: The Future of Product Design
More and more product design companies are prioritising a user-centred approach, applying principles from psychology to better understand how we think and act. This goes beyond making ‘user-friendly’ products; it is about anticipating user needs, behaviours and expectations to design solutions that truly connect with them.
