The paradox of choice is the very recent (2002!) finding that if you give people too many options, not only is it more difficult for them to pick one, they are also no happier with their selection. This was very counterintuitive before the internet era. For example, Baskin Robbins proudly advertised 31 flavors, and Heinz 57 varieties, in their brand identities. Today, most things have only 3 to 6 varieties, typically aligned with major preference clusters or user personas.

In particular, you’ll often see consumer services advertised with 3 different SKUs, with the middle one emphasized and highlighted as “Best value!” Some people will pick the cheap one and feel good they’re saving money, some people will pick the expensive one and feel good they’re getting the best product, and most people will pick the middle one and feel good they’re getting the best deal by not being too extreme (compared to the other two presented options!)

One way I apply this is whenever I offer options, for example when a friend’s in town and we’re picking a place to eat, I come up with two or three (leaving “and there are other places if none of these sound good” implicit) and only present those. It’s helpful to do the same thing when letting someone choose between possible times to meet up: pick three specific times instead of “I’m free any time this weekend or next weekend, except for Saturday night”.