Web Team blogLighten the load
Our top tips for minimising cognitive load and maximising usability
When we talk about cognitive load, we refer to the mental effort a user requires to process and understand information. In the context of user experience (UX), cognitive load plays a crucial role in determining how users perceive and interact with our content.
Minimising cognitive load is important because excessive cognitive load can lead to user frustration and an overall negative experience.
People want simplicity! 76% of people are more likely to recommend a brand that delivers simple experiences. It’s the reason why the world’s most successful brands are also the simplest to use.
Below are some tips that we can use to help avoid cognitive overload.
Write your content for those with no additional context
Where possible, try to write your content for those who have no prior knowledge of the subject you're discussing. By doing so, you are ensuring that a broader audience can understand the information. It also enhances the overall usability and accessibility of the page.
Things to avoid
- acronyms and abbreviations with no explanation
- idiomatic language (for example, "miss the boat" or "on the ball")
- unnecessary technical language or jargon
Break up large chunks of content
In the field of UX design, ‘chunking’ refers to breaking up content into small, distinct units of information. You can do this by using headings, bullet points and aiming for one idea per paragraph.
By presenting content in this way, users are more likely to comprehend the key points and remember the information.
Did you know?
In research on how people read websites, Neilsen Norman Group found that 79% of test users always scanned any new page they came across; only 16 percent read word-by-word.
Consider alternative ways to present your content
Sometimes, if the content is particularly complex, it may be worth exploring other ways to present the information such as video or audio clips.
A great example is the animated HaSS BA explainer video. At just over one minute, we can communicate a complicated concept to the user in a way that is engaging and easy to understand.
Did you know?
Studies have revealed that users perceive and retain 90% of the information they receive via video versus text.
By considering these principles and optimising your pages for reduced cognitive load, you can enhance the user experience and make your content more user-friendly.
If you're interested in reading more about the psychology of cognitive load, Steve Krug's book "Don't Make Me Think" is an excellent guide for understanding web usability and user experience.
Elaine Shaw, Digital Content Officer.
Hello, I'm Elaine 👋
I have over 10 years of experience in Digital Marketing/Content Management and recently completed a Professional Diploma in UX Design and Research.
I enjoy reading, gardening, embroidery, sunny walks and a good podcast!
How can we help?
If you're interested in learning more about the UX process, please get in touch with us at webcontent@strath.ac.uk.