The paradox of choice

Psychologist Barry Schwartz, author of the 2004 book The Paradox of Choice, takes aim at a central tenet of western societies: freedom of choice. In this TED talk from 2007, he argues that choice has made us not freer but more paralyzed, and not happier but more dissatisfied.

Conventional wisdom says that more choice is for the greater good. Schwartz argues the opposite, making the case that the abundance of choice in the modern western world is actually making people miserable. Infinite choice, he says, is paralyzing and exhausting to the human psyche.

For designers, the talk is a classic reference on choice overload, and a reason to limit options and offer sensible defaults where it helps people decide.