Do you view yourself as Mr. Spock when it comes to decision-making? Do you accept that you make decisions based on facts? That you accede accordant facts and make the best accommodation based on that? Yeah, you do. Right? And I guess you doubtable where I am going with this… In this article, I will present some facts that will change the way you think about decision-making, and that are acutely useful when alive as a designer.

Susan Weinschenk is a behavioral analyst and her book 100 Things Every Artist Needs to Know About People was one of the first books I read about the attitude of design. Since then she has been my hero. In one of her online classes, Brain and Behavioral Science, she states that around the year 2000, advisers within the field abstruse that most of the decisions we make are unconscious. In fact, up to 90% of our controlling is unconscious. Susan said that:

 We often like to think that we’re like Mr. Spock in Star Trek, and very rational and logical. But we’re not. And, if you want to really reach people, if you want to acquaint with them, if you want to actuate them, you need to figure out how to talk to the benumbed part of their mind.

Daniel Kahneman has contributed abundantly in abstraction this new view on decision-making. He is a analyst that has spent his life alive on the attitude of acumen and decision-making. In 2002 he was awarded the Nobel Prize in Economics for his work on behavioral economics. He’s pretty good at what he does in other words, and in his famous book he explains that our brain has two systems: An automated (System 1) and the effortful (System 2). Kahneman writes:

System 1 operates automatically and quickly, with little or no effort and no sense of autonomous control. System 2 on the other hand, allocates absorption to the effortful mental activities that demand it

When System 2 is active we humans acquaintance that we are in charge, we are concentrated, and we are making decisions. But System 2 consumes glucose at a fast rate so it’s not accessible for us to stay in System 2 mode for too long, accordingly most of our decisions are made by System 1. When System 1 makes a accommodation and passes it on to our awareness, to System 2, we acquaintance that the accommodation made by System 1 is the automatic one. We also acquaintance that we have made a acquainted accommodation even though we have not.

Let me give you an example. Jonathan Gottschall describes an agreement that a team of psychologists made in his book The Storytelling Animal: How Belief Make Us Human. They placed 7 pairs of socks in a box and asked shoppers to pick the best pair. The shoppers choose a pair after analytical the socks and gave a full story that explained their decision. The chosen socks had the nicest color, softest texture, etc. But, all the socks were identical. Still, the shoppers told themselves belief that made the decisions seem rational.