You see several figures and an empty space. At first, they seem unrelated. Before looking for an answer, try to understand exactly what is changing.
Break the image down into features
A figure has a shape, size, shading and position. It may contain lines or dots. Rather than relying on an overall impression, compare each feature separately.
This makes it easier to notice that the shape stays the same while only its orientation changes. Or that the number of elements grows while their colour alternates.
Check the rule against every example
A good hypothesis explains every known element, not just one pair. If a rule fits only part of the picture, look for another.
In a matrix, compare the rows first and then the columns. The two directions do not have to follow the same rule.
Use the options to check your idea
First decide what you expect: which figure should come next? Then compare your prediction with the answer options.
If several options seem to fit, revisit the details. You may have considered the shape but missed the position of a small dot.
Notice the features, propose a rule and check it against all known elements — in that order.
