Laws & Patterns
Cognitive Bias

Attentional Bias

Users naturally gravitate towards information that matches their current mindset.

Definition

Attentional Bias refers to the tendency of users to focus on and prioritize information that aligns with their current thoughts, concerns, or beliefs, often unconsciously. This bias can significantly influence how users interact with and perceive a user interface.

Do

  • Highlight information that is relevant to the user's current context
  • Use clear and concise information to avoid overwhelming the user
  • Understand user's mindset and concerns during design process

Avoid

  • Overload users with irrelevant information
  • Ignore user's current concerns in design process
  • Assume all users will focus on the same information

When to apply

  • When presenting options or choices
  • When users are searching for specific information
  • When users have pre-existing beliefs or concerns

Related topics

attentional-biasuser-focuscognitive-biascontextual-relevance

Similar principles

UX Law

Aha! Moment

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

Cognitive Bias

Barnum-Forer Effect

Users often perceive generic information as uniquely applicable to them.

Cognitive Bias

Curiosity Gap

Leverage the user's innate desire to fill information gaps to drive engagement and exploration.

Have this and 100+ more in your pocket.

Download on the App Store
Next principleAuthority Bias
→