What Is Chunking? Psychology and Examples

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In today’s information-saturated world, effectively processing and retaining knowledge is essential. One key cognitive science technique is chunking, simplifying complex data into smaller, manageable units. 

This method aids memory retention and learning efficiency and plays a significant role in user experience (UX) design, enhancing clarity and navigation. 

This article from Design Journal explores chunking’s psychological foundations, its applications in UX design, and real-world examples that showcase its effectiveness in improving understanding and usability.

What is chunking?

Chunking is an essential cognitive technique that enables individuals to deconstruct large volumes of information into smaller, more digestible units known as “chunks.” 

This skill alleviates cognitive overload and enhances the ease with which we can retrieve and recall information. 

For instance, remembering a phone number might make it more manageable to think of it as 987-654-3210 rather than a long string of digits 9876543210. 

This practical application exemplifies how chunking simplifies our mental tasks. 

Moreover, the chunking technique is extensively used in various fields, including language processing, which aids in comprehension and fluency, and problem-solving scenarios, where breaking down complex issues into simpler components can lead to practical solutions. 

Chunking psychology

Chunking psychology is based on the idea that our brains process information more effectively when grouped into meaningful units. Here’s a detailed breakdown of this section:

Chunking in cognitive psychology

Chunking is a concept rooted in cognitive psychology, specifically in the study of memory. The term was introduced by George A. Miller, a renowned cognitive psychologist, in his 1956 paper, “The Magical Number Seven, Plus or Minus Two.” 

Miller’s research found that the human brain can retain 5 to 9 chunks of information in short-term memory. People can store and recall data more efficiently by breaking more significant information into smaller, related groups.

For example, a person trying to remember sequences 1, 9, 4, 7, 1, 7, 7, and 6 might struggle with individual numbers, but recall becomes significantly easier if grouped into 1947 and 1776 (critical historical years).

Chunking psychology definition

In cognitive psychology, chunking is the process of organizing information into meaningful groups to enhance memory retention. The brain processes and recalls data more effectively by structuring information into smaller segments.

How does the brain use chunking?

Chunking works because it reduces cognitive load and relies on pattern recognition. When we encounter familiar structures or patterns, our brain processes them as a single unit rather than separate elements.

Research in psychology and neuroscience has demonstrated that long-term memory is involved in chunking. People with expertise in a subject—such as chess players, musicians, or athletes—tend to form chunks based on their experiences.

For example:

• Chess players recognize meaningful board positions as chunks rather than analyzing individual pieces (Chase & Simon, 1973).
• Musicians remember compositions by segmenting them into melodies rather than memorizing individual notes.
• Linguistics studies show that we process language in meaningful chunks (words and phrases) rather than single letters.

The role of chunking in learning and problem-solving

Chunking extends beyond memory and is critical in learning and problem-solving. 

According to Cognitive Load Theory (Sweller, 1988), our working memory is limited, so breaking information into smaller parts prevents overload and enhances understanding.

Chunking is applied in:

• Education – Organizing study material into sections or modules.
• Problem-solving – Breaking down complex problems into manageable steps.
• UX design – Presenting information in a structured, digestible way to improve user experience.

How to apply chunking psychology in UX design?

Understanding the chunking psychology can help UX designers craft interfaces that align with human cognitive abilities. Here is how designers can effectively apply chunking psychology in UX design:

Leverage mental models for better information grouping

Users rely on familiar patterns to process information quickly. Grouping related items aligns content with users’ mental models and enhances comprehension. 

For example, placing checkout-related options (cart, payment, and shipping details) in one section of an ecommerce site reduces confusion. It aligns with how users expect information to be structured.

Use visual hierarchy to guide attention

Cognitive psychology suggests that humans process information hierarchically. Using larger fonts, bold text, and contrasting colors for key information helps users prioritize essential content.

Additionally, placing the most critical information above the fold ensures that users engage with it first. 

To learn more about guiding attention, read our comprehensive guides on visual hierarchy and font psychology.

Implement progressive disclosure for complex information

Overloading users with information all at once leads to cognitive fatigue. Progressive disclosure helps by revealing details gradually. 

For example, mobile banking apps often initially display only essential account information, with the option to expand details like transaction history or spending categories when needed.

Design step-by-step navigation

Chunking psychology suggests that breaking down tasks into sequential steps enhances usability. Multi-step forms, onboarding flows, and checkout processes benefit from this approach, guiding users through complex actions without overwhelming them.

Optimize microcopy and labeling

Short, concise microcopy or UX writing (such as tooltips, button labels, and navigation instructions) helps users process information more efficiently. Instead of lengthy explanations, action-driven language like “Start Now” or “Add to Cart” allows users to make quick decisions without cognitive strain. 

Learn the basic UX Writing principles to write the most effective copy.

Apply chunking in mobile UX

With limited screen space, mobile interfaces benefit significantly from chunking psychology. 

Using cards, collapsible menus, and clear section breaks organizes content effectively. 

For example, Google News chunks stories into topic-based cards, making it easier for users to skim and select relevant articles.

By applying chunking psychology in UX design, designers can create interfaces that align with human cognitive processes, reducing cognitive load and improving user engagement.

Benefits of chunking

Chunking plays a significant role in UX design by improving usability, readability, and user retention. It helps users process information more efficiently, leading to better engagement and higher conversion rates.

Improves readability and scannability

Most users scan rather than read. According to Nielsen Norman Group, 79% of users scan web pages, and only 16% read word-for-word. 

Chunking breaks content into smaller, digestible pieces, making it easier to consume.

Example: Blog articles with subheadings, bullet points, and short paragraphs are more readable than large text blocks.

Reduces cognitive load

The human brain can hold only 5-9 pieces of information simultaneously (Miller’s Law). Chunking reduces cognitive strain by presenting information in manageable units.

Example: Multi-step checkout forms (instead of one long form) prevent user overwhelm.

Enhances user retention

Users remember structured content better than unstructured content. Grouping related elements improves memory recall and makes navigation seamless.

Example: E-commerce categories like “Men’s Clothing → T-Shirts → Cotton Tees” help users locate products faster.

Increases engagement and conversions

Well-structured, chunked content encourages users to stay longer and take action—websites with clear visual hierarchy experience lower bounce rates.

Example: Landing pages with short sections, icons, and concise CTAs perform better than cluttered pages.

Chunking examples

​​Chunking is widely used across different industries and applications. Here are some real-world chunking examples that demonstrate its effectiveness:

Google’s Material Design guidelines

Google applies chunking principles to its design system, structuring content layouts with clear visual hierarchies, whitespace, and related element groupings. 

By breaking down complex information into distinct sections, Google enhances readability and ensures users can quickly scan and process content. 

The structured approach minimizes cognitive load and improves user navigation.

Airbnb’s onboarding process

Airbnb enhances its onboarding experience by dividing the sign-up and profile creation process into manageable steps. 

Instead of overwhelming users with lengthy forms, Airbnb divides the process into logical sections and guides them step by step. 

This structured approach reduces drop-off rates, enhances engagement, and increases conversions by making the experience effortless.

Amazon’s product categorization

Amazon effectively applies chunks by organizing its vast inventory into hierarchical categories and filters. 

Rather than displaying thousands of products on a single page, Amazon structures its navigation with departments, subcategories, and personalized recommendations. 

This chunked approach simplifies product discovery and improves the shopping experience, enabling users to find what they need faster.

Duolingo’s language learning method

Duolingo’s app breaks down language learning into short, interactive lessons, applying chunking to enhance memory retention. 

Instead of overwhelming learners with grammar-heavy content, Duolingo presents bite-sized exercises, such as matching words, completing phrases, and listening tasks. 

This method encourages progressive learning, higher engagement, user retention, and improved recall.

Khan Academy’s modular lessons

Khan Academy structures its educational content using modular lessons and sequential learning paths. 

Each topic is divided into digestible video lectures, quizzes, and exercises. Students can gradually absorb complex subjects by applying chunking, making it easier to retain and apply knowledge over time.

Effective email marketing

Leading email marketers use chunking to enhance readability and engagement. Instead of long, dense paragraphs, successful email campaigns break content into short sections, use bullet points, and highlight key takeaways. 

Clear headings and call-to-action (CTA) buttons efficiently guide users through the message. This approach increases open rates and encourages quick decision-making.

Apple’s product pages

Apple applies chunking principles to its product pages, breaking technical specifications and features into well-organized sections. 

Rather than displaying all details in one block of text, Apple uses clear visuals, concise descriptions, and categorized information. 

This approach ensures that customers quickly grasp product benefits without feeling overwhelmed by excessive details.

Conclusion

Chunking is an effective cognitive strategy that enhances memory retention, learning, and user experience design by breaking complex information into smaller, manageable units. 

This technique helps students grasp concepts more easily in educational settings. In digital interfaces it allows designers to create intuitive layouts by grouping content into clear sections. 

By applying chunking psychology, designers can craft engaging digital experiences that promote clarity and satisfaction, leading to a more productive user interaction.

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Frequently asked questions

What do you mean by chunking?

Chunking is a cognitive process where information is grouped into smaller, meaningful units (or “chunks”) to make it easier to remember and process.

It helps improve memory and learning by organizing complex information into manageable parts.

What is an example of chunking?

A typical example of chunking is remembering a phone number. Instead of recalling a long string of digits (e.g., 9876543210), we break it into smaller groups like 987-654-3210, making it easier to memorize.

What is the chunking study method?

The chunking study method involves breaking down large amounts of information into smaller, more meaningful segments.

For example, when studying history, instead of memorizing a long list of dates, you can group events by periods, themes, or cause-and-effect relationships. This technique enhances comprehension and retention.

How many chunks are in working memory?

Research suggests that working memory can hold about 4±1 chunks of information at a time, although older theories, like Miller’s Law (1956), proposed 7±2 chunks.

The number of chunks depends on how well the information is grouped and the complexity of the chunks themselves.