Subtle hints can affect users' decisions.
<aside> ℹ️ People tend to make decisions unconsciously. Small cues or context changes can encourage users to make a certain decision without forcing them. This is typically done through Priming,Default Bias, salience and perceived variety.
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Nudge theory is a concept in behavioral economics, decision making, behavioral policy, social psychology, consumer behavior, and related behavioral sciences that proposes adaptive designs of the decision environment (choice architecture) as ways to influence the behavior and decision-making of groups or individuals. Nudging contrasts with other ways to achieve compliance, such as education, legislation or enforcement.
From a UX perspective, nudge refers to the use of design elements and features to influence and guide users toward a desired action or decision. It can be seen as a way of gently shaping the user experience to lead to better outcomes, without being intrusive or taking away from the user’s autonomy.
This is an example which pathos marketing was used to promote nature protection. By simply changing the shape of the refill hole and towel's color into green, the product stimulates the viewer's imagination and created sympathy within his/her mind. The clear message to reduce paper use and save Amazon was successfully delivered.
This idea that our surroundings influence our decisions is the foundation of behavioral science and the nudge theory. In their 2008 book Nudge: Improving Decisions About Health, Wealth, and Happiness, behavioral economist Richard Thaler and legal scholar Cass Sunstein coined the term “nudge” as a minor design feature that influences our decision-making process in predictable ways.
Think back to the last time you visited a coffee shop, for example. When paying for your drink, you might have noticed a default tip option prompting you to add $1, $2, or $5 to your order. These predetermined tip options are one example of a nudge. The default selections nudge you to give the employee a few extra dollars, and often, it works.
<aside> 💡 To classify as a nudge, the design feature must be subtle, low-cost, and easy for a person to decline. So, for example, instead of using mandates or restricting a person’s freedom of choice to influence decisions, we can use nudges to gently point a user in the right direction.
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As UX strategists, we use nudges in our designs every day to help people make better decisions quickly and seamlessly — typically without their noticing. When we create designs that prioritize people and their well-being, we can create long-term positive behavior change. Nudging is just one small way designers can influence human behavior to produce a positive, beneficial outcome.
Nudge: Improving Decisions About Health, Wealth, and Happiness (Book)
How Nudges in Design Can Effect Behavior Change
“Nudging” Your Users to Success: How to Apply Behavioral Economics in UX Design