In Living with Complexity , Professor Donald Arthur Norman wrote: “When things are too simple, they are also viewed as dull and uneventful. Psychologists have demonstrated that people prefer a middle level of complexity: too simple and we are bored, too compl...

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: “Util...

Mental effort is costly, so we generally prefer to work on an simple task rather than a hard task. We procrastinate more if we expect a certain task to be hard.

This happens because the more effort a task requires, the more someone stands to gain by putting the same amount of effort in...