We are constantly being exposed to unlimited amounts of data, that it is impossible for our conscious minds to process, which leaves some of our decisions to be made unconsciously. We make choices all the time, whether we are aware of them or not. The average number of choices or decisions the average person makes daily is 35,000. Since we are used to handling information nonstop, the unconscious part of our brains have developed to make better decisions. Because a lot of our decisions are made unconsciously and based off of instinctual factors, we might not even realize the true reason behind our decision-making. Even if a decision is made unconsciously, people want to find a logical reason for making that choice. As a designer, it is important to understand the end-users decision making habits, and provide logical explanations for the meaning of each function in the end-product.

Here’s a video that I found helpful by TED-Ed that shows the psychology behind how we typically make decisions, and why we can often make irrational ones.