I was searching for a new watch. I found one that I loved, but there was a problem – it came in 9 different color choices. Which one should I choose? I left the store without the watch because I was too overwhelmed by the choices, and needed some time to think about it so I wouldn’t experience buyer’s remorse.
This scenario is played out every day of our lives. Compared to just 10 years ago, the range of products available in a typical American supermarket has increased by over 55%! You can choose from 11 different varieties of Cheerios alone!! And, this option overload feels like it extends to everything – clothing, appliances, apps, furniture, cosmetics, cable TV stations, menu choices, machines at the gym…you name it.
Choice is a fundamental democratic principle and one we exercise every day, (according to research people make, on average, 70 decisions a day) but we are often overwhelmed with the options, just as we are overwhelmed with the stuff in our homes and offices. So, how do we deal with this ‘option overload?’ Dr. Seena Iyengar, is the author of the book: The Art of Choosing and she cites the following ways to deal with too many choices:
1. Cut – try to eliminate the options to reduce overload – less is more.
2. Concretize – to make the decision feel more real, provide visuals or try to imagine the outcomes of your decisions.
3. Categorize – organize like things with like things, as people can process many categories better than they can process many options.
4. Condition for complexity – make the more simple choices first and the decisions with more complexity later.
Those categories are based on extensive research. To simplify it a bit, I would add the following filters: previous experience, brand loyalty, reviews and opinions of those you trust, and, perhaps best of all, the old fashioned, but never out of style first instinct and gut reaction! Or, sometimes just a bit of time to think about it before making a hasty decision. By the way, I returned to the store and purchased the pink watch…