Jakob’s Law, also known as Jakob’s Law of Internet User Experience, is a principle formulated by usability consultant Jakob Nielsen. It states that users spend most of their time on other websites, which means that users prefer your site to work the same way as all the other sites they already know.
The core idea behind Jakob’s Law is that users bring with them expectations about how web interfaces should function based on their cumulative experience from other websites. For example, if most websites have the menu bar at the top of the page, users will expect to find the menu bar in the same place when they visit a new website.
This principle has several key implications for web design and user experience (UX):
-
Familiarity Over Novelty: Designers should prioritize familiar design patterns over unique or innovative ones. While innovation can differentiate a website, it can also create a learning curve for users, which might lead to frustration or abandonment.
-
Consistency: Web designs should be consistent with the standards and conventions established in the broader web ecosystem. This consistency helps users navigate and use websites more efficiently.
-
User Expectations: Understanding and meeting user expectations is crucial for a positive user experience. Deviations from standard conventions should be made thoughtfully and with clear benefits.
Jakob’s Law emphasizes the importance of aligning with user expectations and common usability conventions to create intuitive and user-friendly web experiences. It underscores the balance that must be struck between innovation and conformity to established user behaviors in the digital space.