Primacy bias describes how people tend to remember and be influenced more by the first items in a sequence than by those that come later. In UX, it shows up when users disproportionately notice, choose, or recall the first option presented to them, sometimes regardless of whether it’s the best.

ORIGIN

Primacy bias comes from cognitive psychology research on memory, specifically the serial-position effect, first identified by Hermann Ebbinghaus in the late 19th century. It shows that in a list or sequence, the first items (primacy) and sometimes the last items (recency) stand out more in memory than those in the middle.

In design, primacy bias can nudge users toward whatever is shown first, simply because it comes first.

WHEN

You’ll notice primacy bias in UX when:

• Users choose the first search result more often, even if others are more relevant.
• The first item in a list of plans or features is picked most often.
• Navigation menus disproportionately direct traffic to the first link.
• Survey respondents select the first option more frequently than later ones.

It’s particularly important in menus, forms, pricing tables, and any linear or ranked presentation of options.

WHY

Primacy bias happens because:

• The first option sets a mental reference point for comparison.
• Users are scanning quickly and assume the first choice is the “recommended” or most important.
• Cognitive load increases over time, so early impressions stick.

Designers can use it intentionally to guide behavior, but it can also lead to poor outcomes if the first item isn’t the best choice.

HOW

Here’s how to design with primacy bias in mind:

• Front-load key content. Place the most important, relevant, or common options first.
• Test order effects. Try different sequences to see how they influence choices.
• Don’t mislead. Avoid putting inferior or upsell options first just to boost revenue, it erodes trust.
• Highlight actively. Use visual hierarchy (not just position) to guide users to the right choice.
• Be consistent. Keep common actions and flows in predictable, well-placed positions.

PRO TIP

If you have a lot of options, consider progressive disclosure, don’t overwhelm users with a long list where only the first few get noticed anyway.

EXAMPLES

• A subscription page where most users choose the first (but not necessarily best-fit) plan.
• A mobile app menu where users rarely scroll past the first three items.
• A survey where the first answer choice dominates, even when other options might better fit respondents’ needs.

CONCLUSION

Primacy bias reminds us that users rarely weigh all options equally. First impressions don’t just matter, they can decide. Design the sequence of choices carefully to support good decisions.

Also known as: Serial-position effect (primacy portion) • First-impression bias • Order effect