Design is like a food, the taste varies from person to person. Like for some it may be delicious & some would see it with aversion. The part of the food experience applies what we know about people and how we apply that to the UX design. A designer approaches UI from ones point of view, the dynamic designer from the other and programmer from yet another. I pondered and took knowledge about the brain, memory, motivation and the visual system and define UX principles from that :)

1. Human memory is fragile

Human memory is complicated. People reconstruct memories, It degrades quickly and is subject to lots of errors. Don't make people remember things from one task to another or one page to another. Preventing errors from occurring is always better than helping people correct them once they occur. The best error message is no message at all.

2. We have limitations, So do they

People prefer short line lengths, but they read better with longer ones! It's a conundrum, so decide whether preference or performance is more important in your case, but know that people are going to ask for things that actually aren't best for them.

Make the information easy to scan.

Only provide the information that's needed at the moment. People will often want more information than they can actually process. Having more information makes people feel that they have more choices.

3.Creating mental models

People always have a mental model in place about certain tasks. In order to create a positive UX, you can either match the conceptual model of your product or website to the users' mental model, or you can figure out how to "teach" the users to have a different mental model. The mental model that people have about a particular task may make it easy or hard to use an interface that you have designed.

4. Holding attention

People are programmed to pay attention to anything that is different or novel. If you make something different it will stand out. You can use the senses to grab attention. Bright colors, large fonts, beeps, and tones will capture attention. People are easily distracted. If you don't want them to be distracted, don't flash things on the page or start videos playing.

5. Visual hierarchy

Research shows that people use peripheral vision to get the "gist" of what they are looking at. Eye tracking studies are interesting, but just because someone is looking at something straight on doesn't mean they are paying attention to it.

People can recognize objects on a screen best when they are slightly angled and have the perspective of being slightly above.

If pages are cluttered people can't find information.

Use grouping to help focus where the eye should look.

Things that are close together are believed to "go" together :)