The Objectivity of Decisions

for Retail News Magazine 7–8/2019

Most of the Time, People Make Decisions Based on Intuition—Which Leaves Room to Influence Them.

“Truthfulness is a quality that feels right based on intuition, opinion, or perception—regardless of logic or evidence.”This explains why many of our decisions are made subconsciously. Even when inaccurate, they form a critical part of how we decide.

PHOTOGRAPHY + TEXT

Text paired with photography enhances the perception of truth. When visuals are presented as part of the message, our minds tend to interpret them as factual.Combining photos, text, and repetition is a powerful tool for embedding messages in customers' minds.

THE BRIGHTEST WINS

Our brains are attracted to visually striking stimuli. That means even if someone has personal style preferences, those can be overridden by bold product features.

Use bright colors and vivid elements—they are crucial to grabbing attention.

CERTAINTY AND DECISION CONFIDENCE

People decide more quickly when they feel confident in their choices. When there’s too much deliberation, people begin to second-guess themselves.

Brain rule: the longer a decision takes, the harder it becomes.

The brain uses two cues:

• Elapsed time, and

• Perceived value of information.

You can influence decision-making by presenting just the right amount of information quickly, along with a call to action (e.g., clicking, touching, scanning).

RISK AND DECISIONS

Decisions made under stress or perceived risk vary by audience:

• If your target is men, emphasize the potential gain or opportunity tied to the product.

• If your target is women, emphasize safety, certainty, and emotional security.

• If targeting both, include both value potential and reassurance.

MEMORIES AND CONTEXT

When people are about to make a decision, they rely on memories.Learn how similar products or services were previously used, and reference that context to trigger the right memory that supports your desired outcome.

BRAIN ACTIVITY AND DECISIONS

What we think happens when we make a decision:

1. We consciously choose a product.

2. We select it.

What actually happens, according to neuroscience:

1. The unconscious brain decides what to purchase.

2. It sends instructions to the motor control part of the brain.

3. Your hand begins to move toward the item.

4. Only afterward, your conscious mind becomes aware of the decision.

5. You then experience the decision consciously.

6. You physically pick up the product.

Conclusion:Asking customers why they chose something often yields inaccurate answers. Instead:

• Observe their behavior.

• Test their responses.

• Consult cognitive science fields like neuropsychology, evolutionary psychology, behavioral science, or simply—neurodesign.

REPETITION IS KEY

Repetition creates familiarity. It helps customers:

• Feel like they know your brand,

• Understand it more easily,

• And behave in ways that support your goals.

References

• Bridger, D. Neuro Design

• Weinschenk, S. 100 More Things Every Designer Needs to Know About People