Otto · Brain, Behavior & Psychology
Nudge
by Richard H. Thaler and Cass R. Sunstein
Three key ideas
- Every layout steers attention. Order, wording, defaults, and effort all shape a decision.
- Judge a nudge by actual freedom to choose otherwise, not by what the designer calls it.
- A default applies when you do nothing, and it can steer outcomes.
The five 2-minute lessons
- 1.Notice the layout behind the choice
- 2.Keep a real way out
- 3.Defaults: starting points, not answers
- 4.Keep the pause, remove the sludge
- 5.Test it, then ask who it serves
From the comic
The default is selected. My arms have decided that inaction means everybody loves reminders.
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