An optical illusion, or a marketing reality (or both)

structure of presentation

Is the dot in the second picture larger than the dot in the first image?

Most of us know the trick by now — they are the same size — but the framing changes our perspective.

This effect is not limited optical illusions, JonRobert Tartaglione writes in The Neuropsychology of Influence and Decision-Making, adding,

The concept that underlies it can be extended to myriad business operations. By strategically selecting which options to include and which to eliminate, which to pair with one another, how to position sets of options, etc., you can influence the desirability of choices without actually changing the context of the choice itself.

In the next post, I’ll continue reviewing Tartaglione’s observations with some practical consequences and implementation strategies for the AEC community.

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