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Beyond the Banner: "Too Many Choices"

We are fickle humans. We like having a say in what we buy or don't buy, use or don't use, who we vote for, etc. We like choices, but we also believe in the saying that there can be "too much of a good thing", and this can be applied to your business as well.

Too many choices within a single product can be "too much of a good thing". For example, with Apple products like the iPod: you only get a choice of a few colors, instead of the whole rainbow spectrum. Why? It simply makes choosing easier, and when you spend less time choosing a color, you spend more time selecting and making your purchase.

To quote Paul Scrivens, from the Smashing Magazine article, Easier is Better Than Better:

"... in reality humans usually choose the one that is easiest for them to understand and evaluate. Very often we do so because we don’t have the time to put in the research necessary to make an informed decision."

You don't want this ^. Perhaps you won't mind competing products between businesses, but having too many choices among the same product wihtin your own business? Well, that might be a shot to the foot. It's all about the time. Or as the ol' businessmen with the fancy canes and monacles once said, "Time is Money!"

So, when considering your latest and greatest product, limit the choices of color, texture, features, etc. that it comes with. Make it simple, make it smart, and it'll sell.

For a more in-depth discussion about this topic, swing on over to Smashing Magazine and read Paul Scriven's article HERE.

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