Generally, users expect UI elements to mimic the real world. This can be achieved in different ways. (See skeuomorphism and neuomorphism.)

Capitalizing on people's existing knowledge about how to interact with real world objects helps users more easily and quickly learn how to interact with your interface. In other words, leveraging familiarity will make your platform more intuitive for the user. This can apply to objects/elements, as well as phrases and terminology used in your platform. Because of this, information should be presented in a natural and logical way, and all pieces of information should be placed contextually where they make the most sense. The consequences of not doing this might be that the user will be confused or even miss certain pieces of information because they are not located where expected.

Designers should also take into account differences in regional and cultural standards or norms.