The PAM Framework: Perception, Attention, and Memory in Game UX

First published as The Acagamic Tip Tuesday #60 on acagamic.com. Edited for this archive.

The PAM framework covers three parts of human cognition that shape gameplay: perception, attention, and memory. Knowing how they work helps you spot problems in your game before players do.

Perception

Perception is subjective. The mind builds it by interpreting what the senses report. In games, perception covers how players interpret visual, auditory, and haptic feedback. Two players can see the same element differently because of their prior knowledge, their feelings about the game, or their biology, such as colour blindness. A newcomer may read an object differently from a veteran even when it looks identical.

Among Us marks interactive tasks with bright yellow exclamation marks that stand out from the environment, so new players see at once what they can use. When an icon confuses players, designers should replace it with one that more people recognize. Familiarity with UI conventions varies across cultures, which matters for games sold worldwide. Test every UI change with players to make sure it stays accessible.

Attention

Attention is scarce. Too many options overwhelm people and cause confusion and frustration. Psychologists call this choice overload, and it can lead to regret, dissatisfaction, and even paralysis. Attention means focusing on one part of the environment while ignoring the rest. The more choices people have, the more effort a decision takes, and the worse their decisions and satisfaction become.

Designers guide attention to what matters. Call of Duty marks important objects and locations so players notice them in high-stress moments. People can’t multitask well and can focus on only one or two things at a time. During learning phases especially, don’t flood players with information.

Memory

Memory is fallible. It is a process of encoding, storing, and retrieving information, not a recording. Each time we recall something, we rebuild it, and we introduce errors and gaps. Showing information in the interface reduces the load on players’ memory. Designers need to consider both working memory and long-term memory.

The Legend of Zelda gives players maps and notes, so they don’t have to remember everything. Dark Souls deliberately offers little guidance and expects players to remember the layout of its vast, interconnected world, which adds to its difficulty. Fortnite’s HUD stores crafting recipes, so players don’t have to memorize them.

Putting PAM to work

UX researchers must account for players’ cognitive limits when they evaluate a design, the way an architect accounts for the limits of a building’s foundation. Because perception varies between players, game elements need clear visuals and sounds that everyone can read. Because attention is limited, games should not swamp players with information, especially while they are learning. Researchers can find moments where attention is split and suggest fixes such as visual cues or highlighted objects. Because memory is fallible, in-game aids should carry what players would otherwise have to remember.

The three processes work together. Perception sets the scene, attention points the spotlight, and memory carries the performance forward in time. Attending to all three reduces confusion and makes games more enjoyable.

UX researchers should:

• Test game elements regularly to make sure players understand them.
• Look for moments where players’ attention is split or overloaded.
• Suggest in-game tools that reduce memory load.
• Keep players’ cognitive limits in mind when evaluating designs and giving feedback.