Talha Mumtaz ✔️'s Key Ideas from The Elements of Choice
by Eric J. Johnson

Most people stick with the default option presented to them, whether it's in organ donation or software settings. Setting beneficial defaults can lead to better societal outcomes.

Defaults are silent but powerful guides of human behavior.

When people face an overwhelming number of options, they may avoid making a decision altogether. Simplifying choices or categorizing them can reduce cognitive overload.

More options don't always lead to better decisions--sometimes they lead to no decision at all.

The sequence in which options are presented affects outcomes. People often choose the first or last option they see, making placement a crucial aspect of decision design.

The order in which we see choices subtly nudges us in one direction or another.

The way a choice is worded or framed alters how people perceive risk and reward. For example, saying "90% survival rate" sounds better than "10% mortality rate", even though both are the same.

A simple shift in wording can transform hesitation into confidence.

When people feel a choice is tailored to them whether through algorithms or guided recommendations they are more likely to engage and feel satisfied with their decision.

Customization makes people feel like their choice truly belongs to them.

Humans are prone to cognitive biases that make them overestimate rare risks (like plane crashes) and underestimate common ones (like car accidents). Designing choices with this in mind leads to smarter decision-making.

We fear what is unlikely and ignore what is probable.

People tend to follow the crowd. Highlighting what others are choosing can steer decisions, whether its on an e-commerce site or in a voting booth.

The choices of others silently guide our own.

When people receive feedback about past decisions, they learn to make better choices over time. Encouraging reflection can enhance decision-making skills.

Decisions improve when we learn from the ones we've already made.

Since choice designers wield immense influence, they have a responsibility to ensure that decision architecture benefits individuals rather than exploits them.

Good choice design empowers rather than manipulates.