031Principle
Pattern Matching
Your brain is wired to seek shortcuts by trying to match patterns.
Why it matters
Imagine that you've written a short to-do list in your notes app, driven to the shops, and then reopened your notes.
You'll subconsciously (and very quickly) go through a process of evaluating if the list is the same as what you were just looking at .
And your brain takes a shortcut, by trying to match patterns.
i.e., in the above example, even without reading the actual words , you could quickly identify that they're very likely to be the same list.
The pattern of the words (e.g., their sizing, spacing, number of items) are very similar.
But now try that same exercise with the following:
It's much harder, because the order of the items has changed . Your brain recognises that the pattern has broken (the shape of the content), and now you need to engage more in the task.
• Consistency of styles (e.g., input fields, font sizes, colours) allows people to pattern match between pages, screens and sessions. • Consistent page components (e.g., heading, subtitle, paragraph and image) makes it quicker to quickly digest that every item on a page is the same content type.
What to inspect
- Check whether the experience reflects this: Consistency of styles (e.g., input fields, font sizes, colours) allows people to pattern match between pages, screens and sessions.
- Check whether the experience reflects this: Consistent page components (e.g., heading, subtitle, paragraph and image) makes it quicker to quickly digest that every item on a page is the same content type.
- Check whether the experience reflects this: You'll subconsciously (and very quickly) go through a process of evaluating if the list is the same as what you were just looking at .
- Check whether the experience reflects this: And your brain takes a shortcut, by trying to match patterns.
Common anti-patterns
- Assuming users consciously notice every place where "Your brain is wired to seek shortcuts by trying to match patterns" could apply.
- Dense copy and parallel actions that increase mental effort unrelated to the user’s goal.
- Ignoring downstream effects on productivity & efficiency when shipping this pattern.
Critique prompts
- Consistency of styles (e.g., input fields, font sizes, colours) allows people to pattern match between pages, screens and sessions.
- Consistent page components (e.g., heading, subtitle, paragraph and image) makes it quicker to quickly digest that every item on a page is the same content type.
- You'll subconsciously (and very quickly) go through a process of evaluating if the list is the same as what you were just looking at .
- And your brain takes a shortcut, by trying to match patterns.
- Where on this screen would "Pattern Matching" show up as friction or misunderstanding?
- What would a first-time user misunderstand here in under five seconds?