Burden of Choice

Designed & built by: Zohar Pomerantz | Special thanks to: Assaf Dov Cohen and Polar Team

The belief that more choice, and so more freedom, is a good thing is actually incorrect —

Choice is a real struggle when there's so much of it. The more options to choose from simply leaves us feeling overwhelmed, while having direct consequences on our mental wellbeing. This can lead to an increase in anxiety and depression, in decreased satisfaction, and regret over the choices we have already made. This issue is most commonly known as choice overload or the "Burden of Choice.”

The Project:

This project was born from personal experience, of wanting to learn more about my own decision anxiety and the reasons for why I suffer from it. Off the start, while researching the subject, I began to realize just how many other people are influenced by this same anxiety, yet feel alone in it, unaware of the existence of 'choice overload.' More so than that, while educating myself on the subject I began to feel disorientated - all the information available was scattered among different platforms, hidden in tiresome textual formats that would cause the average person to abandon the effort of learning altogether. “The Burden of Choice” was designed as a solution to these problems, creating a visual platform to expose users to the issue— providing a place to experience and learn more about it, while giving the issue the proper acknowledgment and recognition that it deserves.

Quotes –––

"A Hard Choice is Hard...

Animated Videos –––

Drowning

Terminology –––

Alternatives

Testimonials –––

Hen Golan (27)

Quotes –––

"A World Full of...

Terminology –––

Condition for Complexity

Experiments –––

Speed Dating (2011)

Animated Videos –––

Categorize

Testimonials –––

Roni Ravid (28)

Terminology –––

Ambiguity Effect

Animated Videos –––

The Sweet Spot

Quotes –––

"We Cannot go back...

Terminology –––

Proportions

Animated Videos –––

Split

Quotes –––

"We Become Overloaded...

Terminology –––

Maximizer

Testimonials –––

Tal Daniel (26)

Experiments –––

The Chocolate Study (2000)

Terminology –––

Satisficer

Quotes –––

"We choose not to choose...

Testimonials –––

Guy Marmur (31)

Quotes –––

"Learning to choose is hard...

Animated Videos –––

Mentally Draining

Terminology –––

Irreversible

Testimonials –––

Tahel Silverman (30)

Quotes –––

"Requires Maximizers to...

Terminology –––

Opportunity Costs

Testimonials –––

Matan Miller (24)

Animated Videos –––

Wrong Way

Terminology –––

Expectation-Disconfirmation

Experiments –––

The Jam Study (2000)

Testimonials –––

Dana Gilad (34)

Terminology –––

Calculations

Testimonials –––

Nitsan Bendah (23)

Animated Videos –––

Needle in a Haystack

Quotes –––

"If Choice is good...

Testimonials –––

Shoham Eliav (29)

Animated Videos –––

FOBO

Terminology –––

Decidophobia

Testimonials –––

Noa Michal (27)

"A Hard Choice
is Hard...

"A World
Full of...

Condition for
Complexity

"We Cannot
go back...

"We Become
Overloaded...

The Chocolate
Study (2000)

"A Hard
Choice...

Hen Golan
(27)

"A World
Full of...

Condition for
Complexity

Speed Dating
(2011)

Roni Ravid
(28)

Ambiguity
Effect

"We Cannot
Go Back...

"We Become
overloaded...

Tal Daniel
(26)

Chocolate
study
(2000)

"we Choose
not to
choose...

Guy Marmur
(31)

"Learning to
choose is
hard...

Mentally-
Draining

Tahel
Silverman
(30)

"Requires
maximizers
to...

Opportunity
costs

Matan Miller
(24)

The Jam Study
(2000)

Dana
Gilad (30)