ARTICLE SUMMARY: There is an old saying, “To much choice is no good”.
Let’s face it, if your in the market for a particular widget and go to your search engine you could spend hours scouring the world over looking for exactly what you want. Can anyone say “decision fatigue“?
In his article “How A Surplus Of Choice Weakens Brands” Jamie Mustard discusses in detail some of the issues caused by to much choice and the adverse effects it could have on us and our marketing, things like
- Anxiety
- Paralysis
- Dissatisfaction
As designers and marketers we not only have to keep an eye on our competition, we need to remember too much of a good thing is no good. In an effort to one up our competition by adding on incentives or more “free stuff” we could hit the point of dilution effect which basically weakens your brand. Something no brand needs and should strenuously avoid.
In an age of fierce global competition and marketing this is well worth the read.
Let us know what you think in the comments.
