UX Tip #8: The rule of three — Create effective and memorable UX content

Use one of the oldest rules in content design to convey key messages

Pro tip: Present your content in 3 parts to trigger a positive cognitive response and help users memorize a key message or concept.

What is the rule of three?

Humans respond positively to information that is presented in 3 parts, for example:

• Three images

• Three phrases

• Three key concepts

It’s a phenomenon that is widely used in presentations, marketing, and design: Firstly, many famous quotes are structured in three parts.

Steve Jobs infamously structured all of his speeches into three parts.

And some of the most popular brand taglines have always been structured in threes.

Why does it work?

Three is the minimum number required by our brain to create a pattern and association between elements. More than three items and these patterns become harder to identify or remember.

Several studies confirm this and show that people react more positively to concepts and ideas when presented in threes.

🔬 Studies: When participants were given a different number of claims from brands, all of them reacted positively to three key themes compared to more than three. Full study link

When Three Charms but Four Alarms: Identifying the Optimal Number of Claims in Persuasion Settings

How to use it in UX design?

The rule of three doesn't strictly apply to communications and marketing.

It can be a very powerful way to enhance both your visual as well as content design as part of a product.

Try making an experience more memorable by breaking it down into three parts. Here are some practical examples you can try:

• Present a list with 3 key benefits to your users

• Show a user’s journey in 3 steps

• Break down a course into 3 units

• Ask your user to invite 3 of their teammates to your product

When not to use it?

Don't go overboard. Just because humans react positively to the pattern of three, it doesn't mean you should restrict an experience or layout just to make it fit into a 3-part theme.

There is nothing wrong with having more than three items.