"...reality requires maximizers to compromise—to end a search and decide on something—[and] apprehension about what might have been takes over."

Of course no one is an absolute maximizer. Truly checking out all the sweaters in all the stores would mean that buying a single sweater could take a lifetime. The key point is that maximizers aspire to achieve that goal. Thus, they spend a great deal of time and effort on the search... I believe that the goal of maximizing is a source of great dissatisfaction, that it can make people miserable—especially in a world that insists on providing an overwhelming number of choices, both trivial and not so trivial.

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Quotes | Barry Schwartz

Psychologist and author of “The Paradox of Choice”

compromise

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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.