Infinite Scroll
A UI interaction design pattern that automatically loads new content as the user approaches the end of the current page, eliminating manual pagination and enabling continuous content presentation. Widely adopted by social media platforms, it has also drawn criticism for potentially fostering addictive attention patterns in users.
Timeline (last 90 days)
Design pattern regulation targets manipulative interface designs, such as infinite scrolling and emotionally charged push notifications, attempting to limit the exploitation of users' emotions at the product design level.
The attention economy refers to a paradigm in which digital products take competing for and retaining user attention as their core business logic, with common tactics including infinite scroll, autoplay, push notifications, and algorithmic recommendation.
Infinite scroll is an interaction pattern that removes pagination and the bottom of the page, letting users keep loading content without clicking "next page."
Pagination design creates a decision point at the end of each page, requiring users to actively take a "continue" action; infinite scroll makes "continue" the default state and turns "stop" into a willful act that must be actively performed.
Infinite scroll is usually paired with preloading technology, so content is ready before the user reaches the bottom, eliminating the loading wait as a potential exit opportunity.
Infinite scrolling exploits the human brain's instinctive response to novel stimuli, causing attention to be continuously consumed without users realizing it.
Infinite scroll was invented by designer Aza Raskin in 2006.
Aza Raskin later publicly expressed regret, stating that the infinite scroll design hijacks users' attention.
The infinite scroll design borrows from the variable reward principle in gambling mechanics, activating the brain's dopamine circuits and forming addiction-like behavioral patterns.
Infinite scroll was invented by Aza Raskin in 2006.
All Facts (10)
Design pattern regulation targets manipulative interface designs, such as infinite scrolling and emotionally charged push notifications, attempting to limit the exploitation of users' emotions at the product design level.
50%UnverifiedThe attention economy refers to a paradigm in which digital products take competing for and retaining user attention as their core business logic, with common tactics including infinite scroll, autoplay, push notifications, and algorithmic recommendation.
50%UnverifiedInfinite scroll is an interaction pattern that removes pagination and the bottom of the page, letting users keep loading content without clicking "next page."
50%UnverifiedPagination design creates a decision point at the end of each page, requiring users to actively take a "continue" action; infinite scroll makes "continue" the default state and turns "stop" into a willful act that must be actively performed.
50%UnverifiedInfinite scroll is usually paired with preloading technology, so content is ready before the user reaches the bottom, eliminating the loading wait as a potential exit opportunity.
50%UnverifiedInfinite scrolling exploits the human brain's instinctive response to novel stimuli, causing attention to be continuously consumed without users realizing it.
50%UnverifiedInfinite scroll was invented by designer Aza Raskin in 2006.
50%UnverifiedAza Raskin later publicly expressed regret, stating that the infinite scroll design hijacks users' attention.
50%UnverifiedThe infinite scroll design borrows from the variable reward principle in gambling mechanics, activating the brain's dopamine circuits and forming addiction-like behavioral patterns.
50%UnverifiedInfinite scroll was invented by Aza Raskin in 2006.
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