Bias

Bias, often known as cognitive bias, is a psychological phenomenon where people make inaccurate, irrational or prejudicial decisions. It is caused by primitive, hereditary neural pathways bypassing critical/logical cognitive processes, acting as shortcuts to save energy and accelerate reaction times. Whilst useful in the wild where split-second responses made the difference between life and death, biases have little benefit in today’s world. Over 180 different types of bias have been identified to date, and a good designer should make themselves aware of them. They can be used in design to persuade users to make certain decisions. See Dark patterns for more on the use of bias to manipulate users into making unfavourable decisions.