The human brain is advised to make quick and able decisions rather than stick to facts at all times. Instead of acting rationally, we prefer to act fast. This may lead to better outcomes indeed, but it might also lead you astray. Cognitive biases can be both a absolution and a curse.

With this article, you’re going to learn

  • what absolutely is a cerebral bias
  • why UX designers should be well aware of altered cerebral biases
  • how both designers and users are prone to cerebral biases
  • what are the most common cerebral biases in design

Ready to find out how our brains work? Let’s dive in!

Although cerebral biases are not an absolutely new phenomenon, the term was first defined by Daniel Kahneman and Amos Tversky in the 1970s. The two widely acclaimed scientists were researching people’s innumeracy. They found out that most capacity make decisions that are far from rational, abnormally when it comes to large numbers.

Instead of afraid to facts, people tend to use mental shortcuts to appraisal the outcome. These shortcuts are known as heuristics, which help us solve problems quicker, but may also lead to errors in thinking, called cognitive biases.

According to Interaction Design Foundation, a cognitive bias is a analytical (non-random) way in which the ambience affects acumen and decision-making. In other words, it’s all about the framing of information. We focus on altered aspects depending on the surroundings. Because of that, our acumen is not fully rational. Tversky and Kahneman found out that if we frame the same advice differently, it may lead to altered outcomes.

Here’s a archetypal archetype of the framing bias in action: