The core
Chunking is a design principle rooted in cognitive psychology that involves breaking down information into smaller, digestible units. This method allows users to absorb, retain, and act on content more efficiently. The term was first introduced by psychologist George A. Miller in his groundbreaking 1956 paper, “The Magical Number Seven, Plus or Minus Two,” where he proposed that working memory can typically hold only 5 to 9 pieces of information at once. Chunking emerged as a cognitive strategy to extend this limit by grouping elements into meaningful “chunks.”
Takeaways
Chunking guides the user journey by structuring information into meaningful clusters. It offers users a clear path through content and minimises confusion and ensures that each interaction feels intentional and digestible.
It reduces cognitive load. Chunking aligns with how our brains naturally process information, preventing overload. When users aren’t overwhelmed, they can engage more deeply and make decisions with ease.
It enhances memory and recall. Information that’s chunked is easier to remember. Users are more likely to recall key parts of your interface or message. Whether it's a feature, headline, or section layout, the structure supports long-term retention.
When content is chunked, users process information quicker and with greater confidence. This leads to smoother navigation, faster form fills, and reduced drop-off in multi-step flows.
It brings attention to what matters. By presenting one idea or action at a time, users remain focused without being distracted by excess or irrelevant content.
