Why we are drawn to complexity

We associate complexity with expertise, innovation, and authority.

Complexity is often smoke and mirrors. Marketers are aware of the allure of complexity and will exploit our complexity bias by using jargon to impress rather than to inform customers. For example: “Utilising a Vita-Ciment® Complex, Kérastase Resistance Bain Force Architecte, is a strengthening shampoo that has been specially formulated to cleanse and fortify damaged hair at erosion levels 1-2”