Discover how the peak-end rule shapes our memories and influences design. Designers learn that people remember experiences based on their most intense moments and how they end, rather than their entire duration. Explore why a positive conclusion matters, even in discomforting situations. The discussion reveals the disconnect between memory and actual experience, emphasizing the importance of thoughtful design in creating impactful moments. Plus, uncover fascinating insights from happiness research about our reactions and decision-making.
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The Cold Water Experiment
Participants dunked a hand in painfully cold water for 60 seconds, then returned later for a second trial. The second trial was 90 seconds with slightly less cold water and many chose to repeat the longer trial despite greater total pain.
insights INSIGHT
Peak And End Shape Memory
The peak-end rule says memory emphasizes the most intense moment and the ending of an experience. Duration and much intervening time are neglected when people evaluate past events.
question_answer ANECDOTE
Colonoscopy Preference Study
Two groups had different colonoscopy procedures: one longer with more pain but a better ending, and one shorter with worse ending. Patients reported preferring the longer procedure with the better ending.
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What shapes the memory of an experience, and how can designers use that insight to create better, more human-centered products?
Design more memorable and emotionally resonant experiences by understanding how people actually remember what they go through. It turns out we do not remember experiences by their length, but by their intensity and how they end.
By uncovering the psychological principle known as the peak-end rule, you will learn how to shape experiences that stand out in people’s minds, leading to better outcomes and more impactful design.
WHAT WE COVER IN THIS EPISODE
Why do we forget most of what we live through?
What is the peak-end rule, and how does it influence memory?
Why do people sometimes prefer longer discomfort over shorter pain?
Should designers focus on the peaks and endings of an experience instead of the whole journey?
Which types of experiences are a poor fit for the peak-end rule?
How do memory and actual experience compare when it comes to decision-making?
What are the two different selves described in happiness research, and how do they shape our reactions?
KEY TAKEAWAYS
The peak-end rule suggests we remember the most intense moment and the ending of an experience. Most of the rest fades from memory.
Designers cannot control every moment, but they can influence how an experience is remembered.
This principle is especially helpful when designing uncomfortable or tedious processes. A well-placed positive moment or thoughtful ending can shift how the whole experience is recalled.
Duration neglect means people do not remember how long something lasted, only how it felt at key moments.
The remembering self often outweighs the experiencing self when people decide whether to repeat an experience.
Linear experiences like onboarding flows or customer service calls are ideal candidates for applying the peak-end rule. More complex or non-linear experiences, such as websites or productivity apps, may require different strategies.
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The Design Psychologist | Psychology for UX, Product, Service, Instructional, Interior, and Game Designers