Communicate in Relative Terms

Users think in relative terms.

Compare any stimuli (e.g., dates, prices, usage) to meaningful baselines.

How to Apply

• Show Incremental Units of Time. Sure, users might have sent a message today. But indicating the current date (e.g., July 1) will unnecessarily force them to calculate the current date. Instead, gradually expand the relative duration: 10 seconds ago (then minutes, hours, days, weeks, months, years).
• Compare Usage to the Average Norm. Help users compare their current electricity bill to the average amount they spend.