"We choose not to choose, even when it goes against our best self-interests."

Because there's this thing called heart versus mind or gut versus reason, however you want to label it. Even though they're both working in concert, I think the reality is you're constantly asking yourself two questions. What do I want? And what should I choose? And those don't give you the same answers because when you ask yourself what should I choose, it tells you what you ought to want tomorrow or the day after tomorrow. When you ask yourself what you want, we're very aware of the fact that what I want right now may not be what I want in five minutes.

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Quotes | Sheena Iyengar

Columbia Business School professor and author of “The Art of Choosing”

not to choose

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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.