Laws & Patterns
UX Law

Serial Position Effect

Users remember first and last items best

Definition

In a list of items, people tend to remember the first few (primacy effect) and last few (recency effect) items best, while items in the middle are more likely to be forgotten or overlooked.

Do

  • Place the most important items at the beginning or end of lists
  • Position key navigation items at the start or end of menus
  • End forms with clear call-to-action buttons
  • Start content with compelling hooks

Avoid

  • Bury important items in the middle of long lists
  • Place critical navigation in the center of menus
  • Hide important information in the middle of content
  • Make all list items look equally important

When to apply

  • Navigation menus
  • Product lists
  • Form design
  • Content ordering

Related topics

Similar principles

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