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Attract attention and increase visibility
By more visibly presenting the products or choices, you increase the chance that people will choose the proposed options. Placing your preferred buy at eye level or extra lighting is an example of this, as it makes it more available in our minds when we make the actual choice. This is also called availability heuristic. The same goes for communicative nudges: provide a striking message that is visible and attracts attention.

Nudging refers to a collection of techniques that respond to various heuristics or automatic ways in which people make choices. What do these nudges do?

Use standard choice
By proposing the desired choice as the default or standard choice, it becomes more likely that people make this choice. An example of this is an opt-out instead of an opt-in system for add-ons during the checkout process in an online store. People are not easily inclined to change a choice because of loss aversion, or the aversion to losing benefits from the current situation.

Use the anchor in the desired direction
Using a particular starting point or anchor when proposing choice options determines how people estimate the other options and which choice they will eventually make. For example, formulating a higher starting amount for a donation will more often result in a higher donation. Giving smaller plates at an all-you-can-eat buffet, for example, ensures that customers scoop less food.

Use profit or loss frame
Formulating the consequences of a choice in a certain way can have an impact on choice behavior. You can choose a profit frame (ease of mind if you’re insured) or a loss frame (what do you have to lose if you’re uninsured?). If the uncertainty of the outcome of the behavior to be set is greater (e.g. not insuring your family), a loss frame would be more effective.

Simplify selection procedure and message
By simplifying the presentation of choices, people need to rely less on their cognitive capacity and willpower to make a well-considered choice. An example of this is offering a starter set of products to complement the base product.

Use positive social norm
Nudges that bet on the social norm are effective because people tend to follow the majority choice. That choice seems more accurate to them (because the majority chose it), but also more desirable, because people strive for social approval and a positive self-image by conforming to the group standard. An example is labeling menu options as “most popular”.

Make choices attractive and fun
A choice option can be mode more attractive by linking it to positive things (socializing between friends and family, partying) or simply by designing it nice or funny. An example is the sticking of a fly sticker in urinals.

Use feedback or reminders
By reminding people of their current choice, they are at the same time becoming more aware of what they didn’t choose. An example of this is a message on your computer screen that reminds you that you have not stood up for half an hour.