Serial Position Effect

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Serial Position Effect

When presented with a list of things, people are better at remembering the first and last items, than those in the middle.

Similar psychology:

Likely impacts:

Complexity & Understanding

Perception of Value

Purchases

Last updated: 23/09/2026

How to utilise this in your designs

You could keep an onboarding to-do list concise by collapsing advanced items into a final section, so the Serial Position Effect favours the essentials at the start.

Dark-mode checklist UI titled "More Stuff" with rounded task cards, left empty check circles and right dot toggles. Orange hand-drawn circle/arrow highlights gray chevron-down button expanding "Advanced Stuff..."

Example from

Stuff

Try using the first item added to a collection to shape the suggestions that follow, as the Serial Position Effect suggests that first choice stays memorable.

UI shows Cornish Orchards English Apple can, priced £19.50 case of 24. Highlighted "Find more ideas" section links to product thumbnails with orange arrows.

Example from

Shop

You could experiment with ordering personalised loading labels so the strongest one lands last, as the Serial Position Effect makes it the most likely to be remembered.

Minimalist UI screen shows "Personalizing your feeds" with checklist: two green checked items "Gathering tailored ideas" and "Creating journey," one empty "Setting up recommendations."

Example from

Deepstash

Consider ordering occasion tabs by the soonest upcoming date, so the most relevant option sits first, where the Serial Position Effect gives it the most attention.

UI displays a search bar, event icons with dates (Mother's Day 30 Mar highlighted), and gift ideas below ("Photo Keepsakes" & crocheted flowers). Orange arrow points to events.

Example from

Etsy

Possible impacts

Placing your most compelling feature first or last in a list could increase attention and interest, as the Serial Position Effect means middle items are often overlooked.

As seen in:

Shop Finding more items on Shop

Etsy A version of categories

Keeping explanations concise, with key points first or last, might improve user understanding, as the Serial Position Effect makes middle points easy to forget.

As seen in:

Stuff Hiding the advanced onboarding

Showing a killer feature first during onboarding could raise the perceived value of your product, as the Serial Position Effect anchors judgement on what users see first.

As seen in:

Deepstash Creating onboarding anticipation

The order of your pricing tiers may shift which plan users buy, as the Serial Position Effect makes the first and last options more memorable, and more likely to be chosen.

As seen in:

Etsy A version of categories

Written by Peter Ramsey

Consultant to 100+ companies

Published: 04/09/2023

How to utilise this in your designs

You could keep an onboarding to-do list concise by collapsing advanced items into a final section, so the Serial Position Effect favours the essentials at the start.

Example from

Stuff

Try using the first item added to a collection to shape the suggestions that follow, as the Serial Position Effect suggests that first choice stays memorable.

Example from

Shop

You could experiment with ordering personalised loading labels so the strongest one lands last, as the Serial Position Effect makes it the most likely to be remembered.

Example from

Deepstash

Consider ordering occasion tabs by the soonest upcoming date, so the most relevant option sits first, where the Serial Position Effect gives it the most attention.

Example from

Etsy

Possible impacts

Placing your most compelling feature first or last in a list could increase attention and interest, as the Serial Position Effect means middle items are often overlooked.

As seen in:

Shop Finding more items on Shop

Etsy A version of categories

Keeping explanations concise, with key points first or last, might improve user understanding, as the Serial Position Effect makes middle points easy to forget.

As seen in:

Stuff Hiding the advanced onboarding

Showing a killer feature first during onboarding could raise the perceived value of your product, as the Serial Position Effect anchors judgement on what users see first.

As seen in:

Deepstash Creating onboarding anticipation

The order of your pricing tiers may shift which plan users buy, as the Serial Position Effect makes the first and last options more memorable, and more likely to be chosen.

As seen in:

Etsy A version of categories