The serial position effect: first and last elements in a list are remembered best. Middle items compete for attention and recall.
Primacy: lead with the anchor
Put the default path, strongest value prop, or safest option where people look first. That frame sticks.
Recency: close with the action
End flows with clear next steps, summaries, or confirmation — the final beat shapes satisfaction.
Protect the middle
If the middle must carry important items, add contrast, icons, or micro-headings so they do not flatten into mush.
Practices
- Place “recommended” pricing first or last, not buried center.
- Repeat critical warnings at the end of long policies.
Common pitfalls
- Hiding destructive actions in the center of a dense menu.
- Assuming users read the whole middle of a wall of text.