Why the Beginning and End Stick in Your Brain: The "First and Last" Rule of Design

Ever watched a movie and remembered the opening scene and the ending really well, but the middle bits are a bit fuzzy? Or maybe you can easily recall the first and last few names on a list someone read out loud? That's your brain doing something called the Serial Position Effect, and it's a sneaky but powerful rule that designers think about all the time.

In simple terms, the Serial Position Effect means we tend to remember the first and last things in a sequence better than the things in the middle. It's like our brain gives extra attention to the start and the finish line.

Why Does Our Brain Do This Weird Thing?

Scientists think there are a couple of reasons for this:

• The Primacy Effect (First is Special): The first few things we see get more of our attention initially. Our brain has a fresh slate and can focus on processing this new information without being cluttered by what came before. We have more time to rehearse and transfer these early items to our short-term memory.
  

• The Recency Effect (Last is Fresh): The last few things we encounter are still fresh in our short-term memory. They haven't been pushed out by new information yet, so they're easier to recall.
  

Think about reading a list of ingredients. You might easily remember the first couple (like flour and eggs) and the last couple (like vanilla and frosting), but the spices in the middle might be a bit of a blur.

How This "First and Last" Rule Impacts What We See Online: Designers use the Serial Position Effect all the time, often without you even realizing it:

• Navigation Menus: Ever notice how important links like "Home," "Contact Us," or key product categories are often at the very beginning or end of a website's navigation bar? That's because those are the spots your eye is most likely to catch and remember.
  

• Onboarding Flows: The first few steps of setting up a new app are crucial for making a good first impression and guiding users effectively. Similarly, the final confirmation screen is important for leaving users feeling confident.
  

• Lists of Items: When presenting lists, like search results or product listings, designers might put the most relevant or popular items at the beginning to grab your attention and the most important concluding options at the end.
  

• Multi-Step Forms: The initial steps of a form should be easy and encouraging, while the final "Submit" button needs to be clear and prominent.
  

• Instructions and Tutorials: Key takeaways or the very first action users need to take are often emphasized at the beginning, and the final call to action is made clear at the end.
  

Missing the Middle Can Be a Problem Too!

While the beginning and end are important, it doesn't mean the middle doesn't matter. If crucial information or steps are buried in the middle and not well designed, users might miss them or forget them easily. Good design aims to make all steps clear, but it gives extra visual weight and prominence to the beginning and the end.

Designing with the Start and Finish Line in Mind:

So, how can designers use the Serial Position Effect to create better experiences?

• Put Key Actions First and Last: Place the most important buttons, links, or information at the beginning and end of a sequence or a list.
  

• Make the Start Engaging: Create a strong and clear initial impression to hook users and guide them into the experience.
  

• Ensure a Satisfying Ending: Design clear confirmation messages and next steps to leave users feeling successful and knowing what to do next.

  
  

• Structure Information Logically: While the start and end are memorable, ensure the middle sections are well organized and easy to follow to prevent users from getting lost.

  
  

• Use Visual Cues: Employ visual hierarchy and emphasis to draw attention to important items throughout the sequence, not just at the beginning and end.
  

The Takeaway: Make Your First Hello and Final Goodbye Count!

The Serial Position Effect is a simple but powerful reminder that first and last impressions often stick with us the most. By strategically placing key elements at the beginning and end of user journeys, lists, and interfaces, designers can leverage this natural human tendency to create more memorable, effective, and user-friendly experiences. So, pay attention to your digital "hellos" and "goodbyes" they often leave the longest lasting impact.