Jakob’s Law: What It Is and How to Use It in Website Design

Introduction to Jakob’s Law

Jacob's Law of the Web User Experience is a fundamental principle of UX user experience design that states that users prefer familiar design conventions. In other words, users are more likely to engage with a website that follows established design patterns and conventions. This is because familiar design elements reduce cognitive load and make it easier for users to navigate and interact with a website. In this post, I’ll cover the importance of Jakob's Law in website design and provide practical tips you can use to implement your website. I’ll also include some examples of websites that use Jakob’s Law. By understanding how to apply these principles, you can create a more engaging user experience for your visitors.

This article is part of a series on web design psychology.
Be sure to explore our related articles on Common Design Patterns, Fitt’s Law, Hicks Law and the use of Hamburger menus in mobile web design for more insights.

What is Jakob’s Law?

Jakob’s Law states that users prefer familiar design conventions. Think about when you visit a website and how good it feels when there is consistent navigation and design. It makes you more likely to engage with the website. Jakob’s Law was coined by Jakob Nielsen, a user advocate and principal of the Nielsen Norman Group, which he co-founded with Dr. Donald A. Norman.

The law is based on the idea that users will engage with your site more if it works the same way as all the other sites they already know. This uses existing mental models that the user has developed over time using other websites.

Jakob’s Law can be applied to website design in several ways. For example, designers can place the navigation menu at the top of the screen, provide a clear way for the user to contact the website owner or business, and incorporate familiar design aspects into their website, such as buttons, form toggles, radio inputs, etc. By following Jakob’s Law principles, designers can create websites that are more engaging and user-friendly.

Why is Jakob’s Law Important in Website Design?

Utilising Jakob’s Law will mean that users will transfer their expectations built around one familiar website to another that appears similar. Using these existing mental models, we can create a user experience in which the users can focus on the reason they are visiting your website rather than learning new models and trying to understand how to navigate your website, for example. This will lead to increased user engagement and satisfaction, and it will also mean they are more likely to stay on your website and hopefully make a purchase from you.

How to Use Jakob’s Law in Website Design

Use familiar design patterns: follow common design conventions to ensure your users feel comfortable and confident as they engage with your website. Make sure that the navigation of a website is at the top of the screen and is almost always the first thing the users see. Most navigation follows a design pattern that includes a site title and logo in the upper left, the main navigation items in the middle, and search, account information, call to action, etc. in the upper right. Users are familiar with this design, and they’ll know what to do when they see it and how to use it, seeing that it’s such a common design pattern.
Use familiar terminology and labelling: using words and descriptions that your audience is familiar with is essential. This can help users understand the content and features of your website quickly. For example, if you are designing a website for a restaurant, use familiar terms such as “menu,” “reservations,” and “opening hours.”
Create visual cues: visual cues enable users to know how to immediately use and understand the choices available to them. For example, if your website features an e-commerce store, then use visual cues such as adding products or items to a shopping basket, viewing their basket, and ultimately checking out. A magnifying glass has become the universal icon for indicating search, so use it.
Build a content structure that can be easily navigated; information architecture and navigation are critical components of website design. Designers should build a content structure that can be quickly processed and easily navigated by users. Help your users find the information they are looking for quickly and efficiently. On your mobile site, make your contact phone number and directions easy to find, as these will likely be what a user is looking for when out and about.

By following these tips, you can create a website that is easy to use and understand. Existing mental models should be utilised to instill familiarity in the users.

Examples of Websites That Use Jakob’s Law Effectively

Here are some examples of websites that use Jakob’s Law effectively:

Google’s search engine results page is a great example of Jakob’s Law in action. The search bar is located at the top of the page, and the results are displayed in a list format. This design is consistent with other search engines, making it easy for users to navigate and find what they’re looking for. Google and Yahoo set the benchmark for how search engines should look and work.

Google Search Engine Results Page shows Jakobs law in action

Amazon’s website is another great example of Jakob’s Law. The layout is consistent with other e-commerce sites, with the search bar located at the top of the page and the product categories listed on the left-hand side. This design makes it easy for users to find what they’re looking for and complete their purchase.

Nike’s website has a search bar located at the top. The ability to filter products by gender makes it easy for users to find the product they are looking for.

The BBC’s website has a menu at the top that helps you find the category of information you are looking for: news, sport, weather, iPlayer etc. It also has a search bar at the top, so you can find what you are looking for. If you visit the BBC News section, the menu remains, and then there is a BBC News-specific menu.

The Guardian Newspaper’s website has two menus, but this still uses the principle of Jakob’s Law. At the top right is a sub-menu, which includes the ability for users to sign in, search for jobs or search the Guardian’s website. They also use the visual cue of the magnifying glass for search to make it easier for a user to find it. Their main menu features the traditional sections you would expect from a newspaper: news, opinion, sport, culture, lifestyle etc.

Conclusion

Jacob's Law of the Web User Experience is an essential principle of UX design that emphasises the importance of creating familiar and intuitive website interfaces. Users will transfer expectations they have built around one familiar website to another website that appears similar.

Remember to use words and descriptions that users are familiar with; this will help them understand the content and features of your website quickly. Using visual cues such as buttons, icons, and images will help users understand how to add items to their basket, view their basket, and checkout.

By using Jakob’s Law principles in the design of your website user experience, you can enable the users to focus on interacting with your website rather than having to learn new ways of doing things on your website. This will ultimately lead to increased engagement and satisfaction, as users are more likely to stay on the site and complete their tasks.

If you have more questions about applying Jakob’s Law to optimise your website, take a look at these frequently asked questions:

Jakob's Law states that users prefer websites that look and function like other sites they already know. It's relevant to modern design because leveraging familiar design patterns can reduce the learning curve, enhance usability, and increase user engagement.
While it emphasises familiarity, Jakob’s Law doesn’t restrict creativity. Designers can innovate by introducing new features gradually or combining them with familiar elements, thus balancing novelty with usability.
To balance Jakob's Law with branding, incorporate unique visual and textual branding elements (like logos, color schemes, and tone of voice) while keeping interaction patterns (like navigation and button placement) familiar and intuitive.
A common pitfall is over-reliance on outdated conventions. It’s important to stay updated with current trends and user expectations to ensure that the “familiar” elements are still relevant and effective.
Small businesses can follow Jakob’s Law by using widely recognized web design templates and frameworks that reflect common usability practices. These are often cost-effective and ensure a user-friendly experience.

Reference Websites for Further Reading about Jakob’s Law.

Nielsen Norman Group - Co-founded by Jakob Nielsen, this website is a treasure trove of user experience research, including extensive articles on Jakob’s Law and its application in design.
A List Apart - Focuses on standards and best practices in the digital design industry. It features thoughtful articles on design principles, including how to integrate familiar patterns with unique branding.
Smashing Magazine - Offers practical advice on web design and development. Articles often explore how to balance familiar usability patterns with innovative design solutions.
UX Design.cc - An online magazine filled with UX insights and trends. It includes discussions on Jakob’s Law and how to implement it without stifling creativity.
Interaction Design Foundation IxDF - Provides in-depth educational materials on UX design, including the psychological aspects and their implications in creating effective user interfaces.