We process information best when it’s presented in story form. “Let me tell you a story…” is a powerful way to grab people’s attention. Because stories normally progress in a linear fashion, they imply that one event leads to another, that there is causation. Just as our visual system seeks to detect patterns that allow us to recognize objects, our thought processes seek causation. Stories aid that process. Anecdotes are much more powerful than data. They tell a story and invoke empathy.

When visual information is presented sequentially, it also implies causation (former moving to the latter). Because we assume causation, intuitive products have visual characteristics and cues that deliberately lead the user in a step-by-step manner. One technique for guiding the sequence in which a user “reads” the product is to employ varying levels of contrast. Use the strongest contrast for the first piece of information, mid-level contrast for the second, light contrast for the third:

medical product design - vary contrast