williams sonoma

PREDICTABLY IRRATIONAL:
The Hidden Forces That Shape Our Decisions
by Dan Ariely

A graphic designer friend of mine routinely offers her clients three choices when doing a job, although in reality, only one of the designs — possibly two if she’s feeling especially creative — is meant for serious consideration. The “decoy” designs, on which, typically, very little time has been spent, serve two purposes: they make clients feel like they have a choice (thus allowing them to flex their all-important “creative input” muscle), but more importantly, the decoys offer a frame of reference against which the design the client was always meant to pick can be judged, thus allowing it’s undeniable virtues to shine through. Read more…