Attention Definition

Attention is the active process of choosing among all the available information and deciding what to attend, selecting only certain pieces of information, such as distinguishing based on specific stimulus and inhibiting all others.

User attention can be regarded as the cognitive focus and mental engagement users bring to the digital product or interface as they interact. It is so crucial in the user experience design because it dictates how efficiently end-users consume and process the information displayed on the screen.

There are two types of аttention: Sustained focus and distributed attention.

In user experience design it is vital bеcause determines how effectively users process and assimilate the information presented on the screen.

Attention-driven design principles

Commonly used in UX design for more engagement through what users see, look at on a website or app, what captures or not their sight, attention helps to make interfaces that speak to end-users. Here are some principles to follow:

• Visual hierarchy. It stands for the elements that visitor notices from the first glance, like a banner with sales on eCommerce site. It includes factors like spacing, logo placement, image size.
• Contrast. This point draws focus as well but displays in colors you select for your brand perception and typography that has to be easy-to-read and scan.
• Predictability. Let’s say you have few calls to actions that have to catch the attention, so it is preferable to make them similar in color and shape, allowing users to identify them on different web pages.

Following these rules, you will reduce the visual noise that can overwhelm your potential buyer, and make their journey smooth.