Is this elevator going up or down? For most people, the color red does not answer the question. It may not be until you see an adjacent evaluator’s doors open and the light turn green that you know what to do. Or maybe you are still confused? Maybe you are not familiar with the color red being associated with downward movement and the color green being associated with upward movement.
How familiar is your product or UI? Are there components that users can recognize which enables them quickly figure out what to do? For example when the ipod first came out, it was truly innovative and although the click wheel was a new concept, it was familiar.
Designing your product or UI to be familiar allows people to use knowledge from previous products or interfaces to quickly use yours.
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