Jakob's Law: Why Your Users Prefer Sites That Work Like Everyone Else's

Have you ever wondered why almost every e-commerce site places the shopping cart in the top right corner? Or why a magnifying glass is the universal symbol for "search"? It isn’t because designers lack creativity; it’s because of a fundamental principle of human-computer interaction known as Jakob's Law.

When users land on your website or app, they don't arrive with a blank slate. They bring with them the accumulated experience of every other digital product they’ve ever used. If your interface forces them to relearn basic navigation or interaction patterns, you aren't being "innovative"—you're creating friction. In the world of User Experience (UX), friction is the enemy of conversion.

In this guide, we will dive deep into why Jakob's Law UX strategies are essential for modern product design, how to balance familiarity with brand identity, and how to ensure your interface meets the deep-seated expectations of your audience.

What Is Jakob's Law?

Jakob's Law (formally known as Jakob’s Law of Internet User Experience) was coined by Jakob Nielsen, a pioneer in the field of usability. The principle is simple: Users spend most of their time on other sites.

Because users spend the majority of their digital lives on platforms like Google, Facebook, Amazon, and Instagram, they develop specific expectations for how web interfaces should behave. When they visit your site, they expect it to work in a similar fashion.

"Users spend most of their time on other sites. They expect yours to work the same way." — Jakob Nielsen

At its core, Jakob's Law is about mental models. A mental model is what a user believes to be true about how a system works. If a user sees a "hamburger" icon (three horizontal lines), their mental model tells them that clicking it will open a menu. If clicking that icon instead plays a video or triggers a popup, the mental model is shattered, leading to confusion and frustration.

Why Jakob's Law Matters for Your Business

Implementing Jakob's Law isn't just about following the crowd; it’s about optimizing for the human brain. Here is why it matters:

1. Reduced Cognitive Load: When an interface follows established patterns, users don't have to "think" about how to use it. This allows them to focus entirely on their goal—whether that’s buying a product, reading an article, or signing up for a service.
2. Increased Trust: A site that "works the way it should" feels professional and reliable. Conversely, unconventional navigation can feel "broken" or amateurish, which erodes user trust.
3. Faster Adoption: If you are launching a new product, using familiar patterns ensures that users can find their way around immediately without a steep learning curve.
4. Higher Conversion Rates: By removing the "how do I use this?" barrier, you clear the path to the "Buy Now" button.

When Jakob's Law is ignored, users often feel overwhelmed. This leads to high bounce rates as users retreat to the safety of familiar competitors where they don't have to work as hard to achieve their goals.

How to Implement Jakob's Law

To leverage Jakob's Law effectively, you must prioritize the user's existing knowledge over your desire for radical visual departure. Here are five actionable ways to implement this principle:

1. Follow Established Patterns

Don't reinvent the wheel for standard components. Use conventions such as a top-horizontal or left-vertical menu, universal icons (like the house for home), and a footer containing your most important links, contact info, and copyright data.

2. Maintain Internal Consistency

While Jakob's Law focuses on external consistency (your site vs. others), it is equally important to maintain internal consistency. Ensure that your buttons, links, and form fields behave the same way on every page of your application. If a primary button is blue on the homepage, it shouldn't be green on the checkout page.

3. Research Industry References

Before designing, analyze the "giants" in your specific industry. If you are building a travel booking site, look at Airbnb and Expedia. If you are building a SaaS dashboard, look at Slack or Trello. You aren't "copying"; you are identifying the patterns your users already know and love.

4. Innovate Where It Counts

You can still be creative while following Jakob's Law. Focus your innovation on your unique value proposition, your content, or your brand's voice—not on the "back" button. If you do decide to deviate from a standard pattern, offer visual cues to guide the user, such as guided onboarding, tooltips, or subtle microinteractions.

5. Test with Real Users

Always verify your design with user testing. If a user pauses or struggles to find the "Settings" menu, it's a sign that you've strayed too far from their mental model. Watch how they interact with similar systems to ensure your interface feels intuitive.

Common Jakob's Law Mistakes to Avoid

1. The "Mystery Meat" Navigation

• The problem: Using icons or labels that are so unique or artistic that users have no idea what they do until they click them.
• The fix: Use standard icons (magnifying glass, gear, trash can) and accompany them with text labels whenever possible.

2. Over-Animating Standard Transitions

• The problem: Making a menu take 2 seconds to slide out because it looks "cool."
• The fix: Users expect instant feedback. Keep animations snappy (200-300ms) to match the speed of the sites they use daily.

3. Re-arranging Standard Layouts

• The problem: Putting the search bar in the footer or the logo in the bottom right corner.
• The fix: Stick to the "F-pattern" or "Z-pattern" layouts where users naturally look for these elements (usually the top of the page).

Jakob's Law in Action: Real Examples

WhatsApp

WhatsApp is a masterclass in using familiar metaphors. For attaching files, they use the Paperclip icon. This is a legacy icon from early email clients that has become the universal symbol for "attach." Because WhatsApp uses this established pattern, users of all ages immediately know how to send a photo or document.

Gmail

Gmail utilizes the Universal trash can icon to delete emails. Regardless of whether a user is on a Mac, Windows, or an Android phone, the trash can is the mental model for "discard." By sticking to this, Gmail ensures that even a first-time user can manage their inbox without a tutorial.

Related UX Principles

Understanding Jakob's Law is just the beginning. To create a truly seamless experience, you should also explore these related concepts:

Resources & Further Reading

For those who want to dive deeper into the psychology of familiarity and the research behind these laws, we recommend the following resources:

The Power Law of Learning

An in-depth article by NN Group on how consistency drives UI efficiency.

Jakob's Law of Internet UX (Video)

Watch Jakob Nielsen explain his law of internet user experience in detail.

Frequently Asked Questions