Information trips the dopamine in our brains, creating an addiction to information that our brains can't handle. This overload creates a paralysis of choice. Think back to the last time you were browsing through Netflix. Looking through all the options, were you able to make a choice or did you watch The Office again?

How does this relate to designers?

A client is going to ask us for as many options as the designer can give, even though the client will not be able to process them. Designers have to know that you actually only give them 3-4 options (as much as a mind can remember).