Goal-Gradient Effect
The tendency to approach a goal increases with proximity to the goal. People accelerate their behavior as they get closer to achieving a goal.
When to Use
Show progress toward goals
Display clear progress indicators, completion percentages, or steps remaining to motivate users.
Highlight proximity to completion
Emphasize how close users are to finishing a task or achieving a goal.
Use progress bars and milestones
Visual progress indicators can increase motivation and engagement as users approach completion.
When to Avoid
Don't create false progress
Ensure that progress indicators accurately reflect actual progress, as misleading indicators can damage trust.
Origin
The Goal-Gradient Effect was first studied by Clark Hull in 1932 and later refined by researchers. The effect describes how motivation increases as people get closer to a goal. This has been observed in various contexts, from rats running mazes to humans completing tasks, and can be leveraged in interface design to increase engagement and completion rates.