Box website pricing page

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Psychologist Paul Fitts first developed Fitt’s Law in 1954, but it remains highly relevant in web design in 2022. Fitt’s Law holds that the size of a goal influences how long it takes someone to reach it.

In a web design or user experience (UX) context, this means that people will take less time to click on larger buttons or longer on smaller ones. So, to take advantage of Fitt's Law, you should make your CTA buttons extremely large and prominent so that they are easier to click on.

“Easy” is crucial here. Hick’s Law, developed by British psychologist William Edmund Hick and American psychologist Ray Hyman, says that people become fatigued every time they decide something.

So the more decisions you ask a website visitor to make, the greater the chances that they will feel too fatigued to move forward.

8. Use invariance to highlight key information
When something is “unchangeable,” it stands out as a unique option among several very similar options. The most obvious example of unchangeability is the highlighting of plans on pricing pages, like this one from Box.

Invariability on Box's pricing page
But that’s not the only way you can use consistency. Consistency india whatsapp number datacan help you establish a visual hierarchy on your pages to highlight key information and draw people to the important parts of your page.

For example, look at how the Frans Hals Museum used invariance to create a visual hierarchy on their homepage:

Frans Hals Museum website
The Frans Hals Museum uses a visual hierarchy
The hierarchy in this image is as follows: the “welcome” sign, the images, the “buy tickets” sign, the “all exhibitions” sign, and then the rest of the content.

To use consistency to create your own hierarchy, rank the elements on your page in order of importance. Then, adjust the size, color, and placement of each element until your visitors' eyes are drawn to each element in the order you want.

9. In the CTAs: Use clear language that people want to click on
We've already talked about the importance of having large, easy-to-press buttons, but size isn't the only thing you need to consider when creating buttons.