Law/Effect: 1. Fitts: The distance to and size of a target dictate the time to acquire it. 2. Hick: The number and complexity of choices increase the time to

Law/Effect: 1. Fitts: The distance to and size of a target dictate the time to acquire it. 2. Hick: The number and complexity of choices increase the time to make a decision. 3. Jakob: Users prefer your site to work similarly to sites they know. 4. Prägnanz: People exert the least cognitive effort to interpret complex images. 5. Proximity: Proximate objects are grouped. 6. Miller: The average person can only keep 7 +/- 2 items in their working memory. 7. Parkinson: A task's duration matches its allocated time. 8. Serial Position: Users best remember the first and last items in a series. 9. Tesler (aka "Conservation of Complexity"): A system has irreducible complexity. 10. Von Restorff (aka "Isolation"): What stands out is remembered best.