While people’s patterns of behavior may not always seem rational, they’re universal and predictable. Understanding these patterns helps us design for them.
10 behavioral science techniques
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Social norms
Everyone wants to fit in. People often adjust their actions to match what others are doing or what they think is socially acceptable behavior.
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Loss aversion
Showing losses instead of gains increases the emotional impact of a message. It encourages people to take action and avoid loss.
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Anchoring
People rely on comparisons to make decisions. Providing an anchor or frame of reference can help nudge users toward a desired behavior.
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Scarcity
People want what they can’t have. Limited supply or limited time can create a sense of urgency and makes things seem more desirable.
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Personalization
People respond more to messages that seem tailored to their background. Everyone likes to feel special.
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Salience
People pay attention to things that stand out, especially when they’re unexpected, unusual, or surprising. Vividness and specificity can also make a message more memorable.
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Trust
To increase trust, try citing an expert or including social proof (for example, reviews and testimonials). People often base their decisions on the recommendations and actions of others.
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Curiosity
Pique curiosity to increase engagement. Think Buzzfeed headlines, but classier.
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Benefits
People want to know what’s in it for them. Highlight any monetary incentives, rewards, or other benefits of taking action.
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Ease
Make an action seem as easy as possible. Simplify the message, address barriers and concerns, and show clear next steps.
