UX & Design
FundamentalsJakob's Law: Why users expect familiar patterns
Your visitors know hundreds of other websites. Jakob's Law explains why familiar patterns are understood faster than original ones.
of Josef Kujawski3 min read
Short answer
Jakob's Law, coined by Jakob Nielsen, says users spend most of their time on other websites and therefore expect yours to work like the ones they already know. Logo top left, navigation at the top, cart top right, forms from top to bottom. Breaking these expectations forces visitors to relearn, and you lose them in the process. Originality belongs in content, imagery and tone, not in how the site is operated.
The problem: original often means unusable
An agency presents a bold concept: navigation at the bottom, logo in the centre, menu items as floating words. In the pitch it impresses. In everyday use visitors look for the way to contact and cannot find it. They leave before they have even seen the content.
Why this happens so often is described by a simple principle: Jakob's Law.
The principle: your visitors come from elsewhere
Usability expert Jakob Nielsen put it this way in 2000: users spend most of their time on other websites. [1] They bring ready-made expectations of how a website works. Every site they visit trains those expectations further.
This means your website is not judged on its own but against everything your visitors know. What is standard there feels intuitive. What deviates has to be learned first. [2]
Kernaussage
Intuitive means familiar. Operation that works as expected costs no mental effort and leaves room for your actual content.
Conventions you should know
| Element | Expected position or function | What happens if you deviate |
|---|---|---|
| Logo | Top left, links to homepage | Visitors cannot find their way back |
| Main navigation | Top, horizontal or as menu icon | Content stays undiscovered |
| Search, cart | Top right | Abandoned purchases, search frustration |
| Links | Coloured or underlined | Links get overlooked |
| Contact, legal notice | In the footer, contact also in navigation | Enquiries get lost |
| Forms | Fields stacked, submit at the bottom | Errors and drop-offs |
Where originality belongs
Jakob's Law is not a plea for boring websites. It separates two levels:
- Operation: navigation, forms, buttons, flows. Familiarity wins here.
- Expression: imagery, typography, copy, animation, attitude. Here a brand may and should be distinctive.
The best websites combine both. They feel unmistakable, yet nobody has to think about where to go next. [3]
Jakob's Law in a relaunch
An often forgotten aspect: your own old website has shaped expectations too. Regular customers know where the price list is or how login works. In a relaunch you should therefore:
- keep important paths and terms where they worked
- briefly explain major changes, for example with a subtle notice
- redirect old URLs properly so bookmarks keep working
Kernaussage
Only deviate from conventions if the new pattern is clearly better and you have tested it with real users.
Related principles
Jakob's Law explains why familiar things are understood quickly. How long people hesitate when facing many options is described by Hick's Law, how easily a target can be reached by Fitts' Law. And why a homepage should not say everything at once is covered in our practice article Homepage: everything at once.
We see conventions as a foundation, not a limit. When operation feels natural, people really start to notice the design.
Quick check
- Does your logo top left link to the homepage?
- Is contact reachable with one click from the navigation?
- Are links clearly recognisable as links?
- Does your form work top to bottom without surprises?
With a Maluure-Page™ or a Webflow website we build on proven patterns and put the distinctiveness where it has impact.
Frequently asked questions
What does Jakob's Law say?+
Users spend most of their time on other websites. They therefore expect your website to work like the sites they already know.
Who formulated Jakob's Law?+
Usability expert Jakob Nielsen, co-founder of the Nielsen Norman Group. He described the principle in 2000.
Which web design conventions matter most?+
Logo top left linking to the homepage, main navigation at the top, search and cart top right, clearly marked links, and contact and legal notice in the footer.
Is Jakob's Law an argument against creative web design?+
No. Creativity belongs in content, imagery, typography and tone. Operation itself should stay familiar so the creativity can actually be noticed.
When is it okay to break conventions?+
When the new pattern is measurably better and stays clearly recognisable. Ideally you test deviations with real users before going live.
What does Jakob's Law mean for a relaunch?+
Existing visitors have learned how your old site works. Change structure and operation carefully and explain major changes so regular users are not lost.
Does Jakob's Law apply to apps and online shops?+
Yes, especially there. In online shops users expect established flows for product page, cart and checkout. Every unfamiliar step increases drop-off.
Sources
- End of Web Design (Jakob's Law of the Internet User Experience), Nielsen Norman Group (2000)
- Jakob's Law of Internet User Experience, Nielsen Norman Group (2017)
- Laws of UX: Jakob's Law, Jon Yablonski, Laws of UX (2024)
#UX#Usability#Navigation#Conventions
Author
Josef KujawskiManaging Director & Creative Director at Maluure
Josef leads the strategic and creative development of brands at Maluure. For over a decade, he has guided medium-sized businesses from brand positioning to digital delivery.
Managing Director of Maluure GmbH, Cologne. Specialising in corporate design, brand strategy and digital brand experiences.
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