On any given day, we make thousands of decisions. From really small ones that we make without much thought, to more calculated choices like whether to get the COVID-19 vaccination.

Making these decisions comes down to cognitive biases that we are often not aware of. A central part of this is through communication: what we read, hear, say, and even see, can nudge us to make one decision over another.

Our brains are designed to process visual information faster and more efficiently than any other form of information, be it auditory or sensory. This is called the Picture Superiority Effect…

“Everything should be made as simple as possible, but no simpler.”

~ Albert Einstein

The power of simplicity cannot be underestimated. Whether it’s an email communication, website design, or instructions on how to set up your new washing machine, we want things simple — not too simple to the point of insulting, but not too complex that it becomes confusing.

This dovetails with one of the key principles of Behavioural Science — if you make things easy, people are far more likely to do it — and is one of the pillars of the EAST framework developed by the UK-based…

Here at BreadCrumbs Linguistics, we spend our days thinking about — and researching — the elements involved in behavioural change which looks at the human factors that go into making a decision. Things like how we’re feeling, what we’re thinking, past experiences, what other people are doing, and so on.

We know that when making our decisions, we can often be quite irrational because of various factors that influence us. We can all relate to this — think about going for a run. Rationally we should run a couple of times a week to keep fit and healthy. But we…


Head of Behavioural Insights at BreadCrumbs | Background in exercise is medicine, behavioural science and statistics.

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