We’re more likely to make a choice when there are fewer options.
It's easier to recognize things we have previously experienced than it is to recall them from memory.
When scanning new visual information, we are unconsciously drawn to things that stand out against their surroundings.
Information grouped into familiar, manageable units is more easily understood and recalled.
Subtle visual or verbal suggestions help us recall specific information, influencing how we respond.
Aesthetically pleasing designs are often perceived as being easier to use.
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