“The multiple failures of top-down design, and the omnipresence of unintended consequences, can be attributed in large part, to the absence of relevant information.”

“It might also count as an insult to dignity, and a form of infantilization, if the government constantly reminds people of things that they already know.”

“The multiple failures of top-down design, and the omnipresence of unintended consequences, can be attributed in large part, to the absence of relevant information.”

“A choice architect has the responsibility for organizing the context in which people make decisions. [T]here are many parallels between choice architecture and more traditional forms of architecture. A crucial parallel is that there is no such thing as a “neutral” design. [A]s good architects know, seemingly arbitrary decisions, such as where to locate the bathrooms, will have subtle influences on how the people who use the building interact. [S]mall and apparently insignificant details can have major impacts on people’s behavior. [I]n many cases, the power of these small details comes from focusing the attention of users in a particular direction. Good architects realize that although they can’t build the perfect building, they can make some design choices that will have beneficial effects. And just as a building architect must eventually build some particular building, a choice architect must [for example] choose a particular arrangement of food options at lunch, and by so doing she can influence what people eat. She can nudge.”

“Emotions can get in the way of truth-seeking. People do not process information in a neutral way.”