Before diving into the Peak-end rule, I have a small question. Have you ever wondered why some experiences stick in your memory while others fade away? It’s one of the cool psychology tricks that can totally change how people experience your designs. Let me break it down for you so that being a UI/UX designer, you can use it in a way that’s easy to understand.
Let’s assume that you have visited some amusement park. There you spent the whole day riding a variety of roller coasters, eating cotton candy, and playing video games. Now, try to remember every single moment you enjoyed that day. Can you recall every single moment? Probably not, right? You usually remember your best moments you enjoyed that day or maybe the best ride you had taken there or the best complement you received from your teacher on return, don’t you?
Bingo! That’s the Peak-End Rule in action. Our brains don’t remember every detail of an experience. Instead, it focuses on two things—the peak and the End of the moment.
- The Peak: The most exciting or emotional moment you spent with your friend.
- The End: How the experience wrapped up with the teacher’s compliment.
These are the two items that shaped how you remember your entire trip experience. Correct?
In this article, we’ll break down what the Peak-End Rule is, how it works, and how it can be applied in real-life situations, especially in designing user-friendly apps and websites. Let’s go!
What is the Peak-End Rule?
The Peak-End Rule is a psychological concept that explains how people remember experiences. According to this rule, our memory of an event is not based on the entire experience but on two key moments. The most intense or emotional moment, which could be your positive or negative feelings, would be considered your peak moment. Then how your experience concludes would be counted as your End.
Generally, we don’t remember every single detail of an experience we go through. Instead, we focus on our ‘wow’ as peak moments, and the most satisfying moments would be known as end moments.
This rule was first introduced by Daniel Kahneman, a psychologist, who won a Nobel Prize for his work in behavioural economics.
Why Does the Peak-End Rule Matter?
When you’re designing something—like an app, a website, or even a presentation—you want to create a memorable peak and a satisfying end. Let me give you an example. Have you ever used Duolingo, the language-learning app?
Duolingo is a perfect example of the Peak-End Rule. When you finish a lesson, the app celebrates with cute animations and cheerful sounds. That’s the peak—it makes you feel accomplished and happy. Then, at the end, it encourages you to keep going with a simple “Great job!” or “Come back tomorrow!” That’s the end—it leaves you feeling motivated.
You can also consider beautiful mobile gaming apps like Candy Crush, Subway Surfer, Temple Run, and more. In these games, players feel ‘wow’ moments when they achieve any target, accomplish certain scores, and have satisfying moments when players rank themselves at the top of the list. So, the “wow” moment is like the peak, and the “goodbye” moment is the end.
How to Apply the Peak-End Rule in Design?
Now, let’s talk about how you can use this in your own designs. Here are three simple tips:
- Create a Memorable Peak: Think about the most important part of your design. Maybe it’s a button that does something cool, or a feature that solves a big problem for the user. Make that moment stand out! Add some fun animations, bold colours, or even a little surprise to make it unforgettable.
- End on a High Note: The ending is just as important as the peak. If someone finishes a task in your app or website, don’t just leave them hanging. Show a clear message like “Task Completed!” or “Thank You!” You can even add a little encouragement, like “You’re doing great—keep it up!”
- Avoid Negative Peaks: Here’s the thing: Negative moments stick in people’s minds too. If your app crashes or a website takes forever to load, that’s what users will remember. So, always test your designs to make sure they’re smooth and bug-free.
The Peak-end rule can also be applied even on small things like a simple form or a login page. When you’re designing a login page. The peak could be a smooth, one-click login process. And the end could be a friendly welcome message like, “Welcome back! Ready to get started?” Basically, it’s all about making the experience feel good from start to finish. You should make your users feel good while using your app or designs.
As you know, design isn’t just about visuals; it’s all about emotions. People will remember your work and want to come back for more when you create a positive peak and a satisfying end. And that’s a secret to great design.
Design isn’t just about visuals; it’s about emotions. When you create a positive peak and a satisfying end, people will remember your work and want to come back for more. And that’s the secret to great design. Use it wisely, and you’ll create experiences that people love.
Final Thoughts
The Peak-End Rule is all about creating moments that stick in people’s minds. Whether you’re designing an app, a website, or even planning an event, focus on the peak (the most exciting part) and the end (how it wraps up). By doing this, you’ll create experiences that people remember—and that’s what great design is all about. You can share your experience in the comments box below as to how you apply the Peak-end rule in your designs. Happy designing!