Why That Website Feels So Familiar: The Secret Power of "Jakob's Law"

Ever land on a new website and instantly know where to find the login button or the search bar? That feeling of familiarity isn't a coincidence. It's often the result of a powerful, yet often unseen, principle in web design called Jakob's Law.

In plain English, Jakob's Law boils down to this: people spend most of their time on other websites.

Think about it for a second. You probably visit dozens, maybe even hundreds, of different websites and apps every week. You get used to seeing certain things in certain places and working in certain ways. So, when you land on a new site, you bring all those past experiences and expectations with you.

We're Creatures of Habit (Especially Online!)

We develop mental shortcuts and expectations based on the digital environments we frequent. We expect the logo to be in the top left, the navigation menu to be across the top or down the side, and the search bar to be somewhere prominent. When a new website follows these common patterns, our brains can navigate it almost on autopilot. It feels easy, intuitive, and comfortable.

Why Reinvent the Wheel (Usually Isn't a Good Idea Online)?

While being unique and innovative is important, especially in visual design and branding, when it comes to core functionality and layout, familiarity is your friend. Here's why trying to be too different can actually hurt your user experience:

• Learning Curve: If your website or app works in a completely unconventional way, users have to spend time and mental energy figuring out how to use it. This can be frustrating and lead them to abandon your site quickly.
  

• Increased Cognitive Load: When things aren't where users expect them to be, their brains have to work harder to find what they need. This extra mental effort can make the experience feel clunky and inefficient.
  

• Frustration and Confusion: Unexpected layouts and interactions can lead to user errors and a feeling of being lost. This creates a negative experience and can damage trust.
  

• Lower Efficiency: Users who are struggling to understand the basic structure of your site will take longer to complete tasks.
  

Where Familiarity Breeds Contentment (Good Examples of Jakob's Law in Action):

You see Jakob's Law at play all over the internet:

• Top or Left Navigation: Most websites place their main navigation menus in these consistent locations, making it easy for users to find their way around.
  

• Shopping Cart Icons: The familiar shopping cart icon, usually in the top right corner of e-commerce sites, instantly signals where users can review their purchases.
  

• Search Bar Prominence: Search functionality is typically placed in a highly visible location, often in the header, as users have come to expect this for quickly finding specific content.
  

• Account/Profile Icons: User account or profile sections are often represented by a person icon or a similar visual cue, usually located in the header or navigation.
  

• "Home" Link in the Logo: Clicking the website's logo typically takes users back to the homepage, a widely adopted convention.
  

When Can You (Carefully) Break the Mold?

While Jakob's Law is a powerful guideline, it doesn't mean all websites should look exactly the same. There's room for creativity and innovation, especially in visual design and unique features. However, when considering deviating from established patterns, ask yourself:

• What is the benefit of being different? Does it significantly enhance the user experience or serve a specific purpose?

  
  

• Is the new pattern intuitive enough for users to quickly grasp? Will it cause confusion or frustration?
  

• Are you providing clear visual cues and guidance to help users understand the unconventional elements?
  

The Sweet Spot: Familiarity with a Twist

The best approach often involves leveraging familiar patterns for core functionality and navigation, while injecting your brand's personality and unique elements into the visual design and specific features. This provides a comfortable foundation for users while still allowing you to stand out.

In Conclusion:

Jakob's Law reminds us that users aren't blank slates when they visit our websites and apps. They bring a wealth of experience and expectations from their interactions with the wider digital world. By respecting these existing mental models and leveraging familiar patterns for core elements, we can create more intuitive, efficient, and ultimately more successful user experiences. So, while innovation is valuable, remember the power of familiarity – it's often the key to making users feel right at home on your digital doorstep.