Cognitive Bias in UI/UX: Understanding Anchoring Bias and Hick’s Law

Cognitive biases shape how users perceive and interact with digital products. As UI/UX designers, understanding these biases allows us to craft experiences that feel intuitive, engaging, and efficient. Studies show that 95% of purchasing decisions are subconscious, highlighting the importance of cognitive biases in user decision-making.

Among the many cognitive biases affecting user behavior, Anchoring Bias and Hick’s Law play a crucial role in decision-making and usability. In this blog, we’ll explore how these biases impact UI/UX design and provide actionable strategies to harness them effectively.

Anchoring Bias: The Power of First Impressions

What is Anchoring Bias?

Anchoring Bias occurs when users rely too heavily on the first piece of information they encounter when making decisions. This initial piece of data (the “anchor”) influences their perception of subsequent information, often leading to skewed judgment.

How Anchoring Bias Affects UI/UX Design

1. Pricing Strategies:

• E-commerce platforms use anchoring by showing the original price next to a discounted price (e.g., Was $1000, Now $500), making the deal seem more attractive.

• Subscription plans highlight the most expensive option first, making mid-tier options seem like a bargain.

2. User Onboarding & Engagement:
   
   • The way information is presented during onboarding impacts user expectations. A complex process introduced with a simple, encouraging message helps users feel more confident.

3. Form Design & CTAs:
   
   • The first option in a dropdown menu or pricing table is often perceived as the default or recommended choice.
   • Users are more likely to select a highlighted plan if it is visually emphasized with color, badges, or size.

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Best Practices for Leveraging Anchoring Bias

• Highlight the most valuable option first in pricing tables.
  
• Use strikethrough pricing to emphasize discounts.
  
• Frame comparisons are made to make the intended choice appear more attractive.
  
• Set user expectations early in the design to guide their perceptions.

Example: Apple presents its most expensive MacBook model first, making the mid-range options seem like a great deal.

Hick’s Law: The Impact of Too Many Choices

What is Hick’s Law?

Hick’s Law states that the time it takes for a person to make a decision increases with the number and complexity of choices presented. Simply put, the more options a user has, the longer they take to decide—sometimes leading to decision paralysis.

How Hick’s Law Affects UI/UX Design

1. Navigation & Information Overload:

• Websites with too many menu options can overwhelm users, leading to confusion and frustration.

• Simplified navigation with clear categories improves user experience (e.g., Amazon’s Shop by Category feature).
  

2. Call-to-Action (CTA) Optimization:
   
   • Too many CTAs can lead to choice paralysis. A single, clear CTA (e.g., “Sign Up Now”) is more effective than multiple competing buttons.
     
3. Product Listings & Filters:
   
   • E-commerce sites must balance extensive product catalogs with intuitive filtering to prevent cognitive overload.
     
   • Showing too many product variations at once can delay decision-making. Prioritize best-selling or recommended products first.

Best Practices for Applying Hick’s Law in UI/UX

• Reduce the number of choices where possible (e.g., limit menu items to essential categories).
  
• Use progressive disclosure: show only necessary information upfront and reveal more details upon interaction.
  
• Guide users toward key actions with a clear visual hierarchy.
  
• Group related options to simplify decision-making.

Example: Netflix limits visible categories and recommends content based on user behavior, reducing decision fatigue.

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Conclusion

Understanding Anchoring Bias and Hick’s Law can help designers create user-friendly experiences that drive engagement and conversions. By strategically presenting information and limiting excessive choices, we can design interfaces that feel intuitive rather than overwhelming. As UI/UX designers, it’s crucial to apply these principles ethically, guiding users without manipulating them. When used effectively, cognitive biases can enhance usability, build trust, and improve user satisfaction.

What’s Next?

Want to explore more cognitive biases in UI/UX? Stay tuned for insights into Fitts’s Law, the Primacy Effect, and Confirmation Bias in upcoming blogs!