Serial Position Effect: Why First & Last Impressions Rule in UI/UX

 

Have you ever wondered why users remember some things and forget others in your app or website? It’s not random — it’s psychology.

In the world of user experience design, psychology plays a big role in how people interact with digital products. One powerful concept to understand is the Serial Position Effect — a phenomenon that shows users are more likely to remember the first and last items they see, and forget the ones in the middle.

This simple insight can significantly impact how we structure our interfaces.

Serial Position Effect

The Serial Position Effect combines two memory principles:

• Primacy Effect: People remember the first items in a list because their brains have more time to process and store that information.

• Recency Effect: People remember the last items because they're still fresh in short-term memory.

How to Apply It in Design

Leverage Primacy & Recency:Place your most important actions at the top (menus, onboarding intros) and bottom (summaries, CTAs) of pages.

Use Visual Hierarchy: Highlight key elements using bold fonts, bright colors, or larger sizes—especially at the beginning and end of screens.

Keep Lists Concise: Break down long lists into smaller groups so that items don't get lost in the middle.

Minimize Memory Load: Guide users step-by-step with tooltips, clear progress indicators, and summaries instead of forcing them to remember everything.

So, how does this apply to UI/UX design?

Real-Life Example from EO App

In the EO Bangladesh App, we originally had a sidebar menu with a list of features arranged without any strategic order. Key sections like Event , Business Offers, and Board Member Connections were getting less engagement than expected.

 After analyzing user behavior and applying the Serial Position Effect, we made two simple but strategic changes:

 Placed the “Event Registration” feature at the top of the sidebar — where users would see it first (Primacy Effect).

Moved “Alliance Offers” (special deals for members) to the bottom — the last item they’d see (Recency Effect).

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The Result?

37% increase in user interactions with Event Registration

More clicks and discovery on Alliance Offers

No change in design or layout — just the order

This small tweak in positioning led to higher visibility, better memory recall, and greater user engagement. It proved how first and last impressions shape digital behavior — exactly what the Serial Position Effect predicts.

More real-world UI/UX use cases where the Serial Position Effect can improve user memory, flow, and interaction

1.Navigation Menus

2.Onboarding Sequences

3.Lists of Features

4.Product Pages

5.Multi-Step Forms

6.Documentation or Help Centers

7.Travel / Booking Apps

8.Mobile App Tab Bars

9.Home Screens / Landing Pages

10.Toolbars or Action Bars

11.Dashboards

12.Course / Learning Platforms etc.

They’re more likely to remember what they see first and last.

Consequences If Ignored

1.Users may miss vital steps

2.Tasks become harder to complete
3.Inconsistent layouts confuse users

Final Thoughts

Designing great user experiences isn't just about aesthetics — it’s about how people think and remember. By using the Serial Position Effect, you’re not just placing elements on a screen — you're guiding memory, boosting engagement, and creating smarter digital journeys.

📌 Design with memory in mind. First and last impressions aren't just powerful — they're unforgettable.