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Not realizing that people don't have the same level of knowledge

When trying to censor information ends up increasing awareness of that information

Users perceive a relationship between elements that look similar

Users are more likely to interact with prompts they setup for themselves

Users care disproportionately about an individual as compared to a group

Users can only keep 7±2 items in their working memory

People overestimate their ability to predict outcomes after the fact

Users have a preconceived opinion of how things work

People tend to believe they are being noticed more than they really are

Users change their behavior when they know they are being observed

People especially enjoy unexpected rewards

When users know what to expect before they take action

Users are more likely to take action if there's a feeling of new beginnings

Users interpret ambiguous images in a simpler and more complete form

Simple solutions are often better than the more complex ones

One unit of something feels like the optimal amount

It's painful to hold two opposing ideas in our mind

Users have a desire to seek out missing information

Users adapt more easily to things that look like real-world objects

Users tend to skew survey answers towards what's socially acceptable

When new users first realize the value of your product

Motivation increases as users get closer to their goal

Users adapt their behaviors based on what others do

Users tend to prefer socially responsible companies

People feel the need to reciprocate when they receive something

Users attribute more importance to the opinion of an authority figure

People prefer familiar experiences

People judge things (or people) based on their feelings towards one trait

Individual items seem more attractive when presented in a group

Tasks that are part of a group are more tempting to complete

Being fully immersed and focused on a task

People value things more when they're in limited supply