Brand psychology

Member lesson

Cognitive biases a designer should know by name

Lesson 11 of 12 in Brand psychology.

Lesson

A small number of biases affect design work directly and knowing their names makes them discussable. The curse of knowledge is the most damaging: after two months on a project nobody in the room can see it as a stranger would.

An ink drawing of three proud designers behind a table while a courier holds their new box upside down, puzzled about how it opens.
The team knows the box too well to see what puzzles a stranger.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “Finding what you expected. Affects research and client feedback equally.”

    • Uniqueness
    • Fame
    • Distinctive asset
    • Confirmation bias
  2. Question 2, locked

    Which of these words means this? “Forgetting that you know things the audience does not.”

    • Curse of knowledge
    • Legibility
    • Disfluency
    • Mere exposure
  3. Question 3, locked

    Which of these words means this? “Judging likelihood by how easily an example comes to mind.”

    • Availability heuristic
    • Price-quality inference
    • Decoy
    • Reference price

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