Jacob’s Law: Why Familiar Designs Make Life Easier

Have you ever opened a new app and instantly knew how to use it?

No tutorial.

No instructions.

No confusion.

That feeling of comfort is not accidental. It comes from a powerful usability principle called Jacob’s Law.

In this article, we’ll understand Jacob’s Law using simple language, everyday examples, and real-life situations—both digital and physical.

What Is Jacob’s Law?

Jacob’s Law states:

People spend most of their time using other products and systems. Because of this, they expect new products to work in a similar way.

In simple words, users don’t start fresh every time. They carry habits and expectations from what they have already used before.

When a design follows those expectations, it feels easy.

When it breaks them, it feels confusing.

Why Jacob’s Law Matters in UX Design

Users today are busy and impatient.

They don’t want to learn a new interface again and again. They want things to work the way they already understand.

Following Jacob’s Law helps in:

• Reducing learning time
• Improving usability
• Increasing user confidence
• Preventing frustration and drop-offs

Good design doesn’t make users think. It helps them recognize.

Meet Brij: A Simple Way to Understand Jacob’s Law

Let’s take an example of a normal user named Brij.

Brij is not a designer or a tech expert. He just uses apps, websites, ATMs, and everyday systems like everyone else.

Through Brij’s experiences, Jacob’s Law becomes very clear.

Digital Example: Familiar App Layouts

Brij downloads a new app.

As soon as he opens it, he notices:

• Menu icon at the top
• Profile icon on the right
• Back button where he expects it
• Vertical scrolling content

He doesn’t need instructions. He understands the app instantly.

This happens because the app follows familiar design patterns that Brij has already learned from other apps.

This is Jacob’s Law in action.

When Jacob’s Law Is Ignored

Now Brij opens a website where:

• Login button is hidden
• Submit button is placed oddly
• Icons don’t behave as expected

Brij pauses. He thinks. He gets confused.

The design might look creative, but it ignores user expectations.

The Silent Exit

Brij closes the website.

He doesn’t complain.

He doesn’t give feedback.

He simply leaves.

This is important.

Most users don’t explain what went wrong. They just stop using the product.

Ignoring Jacob’s Law often leads to silent user drop-offs.

Real-Life Example: ATM Machines

Brij uses an ATM in a different city.

Even though the bank is different, he knows:

• Where to insert the card
• How to enter the PIN
• Where the cash will come from

Why?

Because ATM machines follow common patterns that people are already familiar with.

Imagine if every ATM worked differently. People would avoid new machines altogether.

Jacob’s Law applies outside screens too.

Real-Life Example: Push and Pull Doors

Brij encounters a door with a handle that looks like it should be pulled, but there’s a sign saying “PUSH.”

He hesitates.

Good design doesn’t need instructions.

Bad design adds labels to fix confusion.

When design conflicts with expectations, users feel uncomfortable.

Does Jacob’s Law Kill Creativity?

No.

Jacob’s Law doesn’t say you shouldn’t innovate.

It says you shouldn’t make users relearn basic interactions.

You can innovate in:

• Speed
• Flow
• Visual style
• Micro-interactions

But core patterns should remain familiar.

The best designs feel new without feeling strange.

Why Familiarity Builds Trust

When users recognise patterns:

• They feel confident
• They feel in control
• They trust the product

Familiar design reduces cognitive load and increases comfort.

That comfort keeps users coming back.

Final Thoughts

Jacob’s Law reminds us of a simple truth:

Users don’t want to learn your design. They want to use it.

Familiarity is not boring. It is respectful.

Sometimes, the best design decision is not reinventing—but improving what people already understand.