Creating clear figure & background distinction

Forming groups through similar qualities

Forming groups through distance

Forming groups through orientation, movement, and configurations

Using lines, curves, and planes to create rhythm

Using negative space to form patterns

Creating unclear figure & background distinction

Calling attention to one piece of information

The differences between the three types of emotions: Visceral, Behavior, and Reflective

Levels of stress can change the mood

Color in relation to emotions, industry, and what they are normally used to do.

Understand your user's existing knowledge

Gutenberg Diagram

The 'Z' pattern

The 'F' pattern

Make sure your work is understandable

The human mind has limited capacity

Make buttons close and large

Limit their choices

Limit their choices

The human mind has limited capacity

Creating a step-by-step flow

"Warm up" your users

Humans rely on the first piece of information