Be Afraid! The Silent Role of Fear in Decision Making

The useful part

Fear plays such a dominant role in our lives that several businesses and products have succeeded on the back of this single emotion. From the corner of your eyes, you notice something move… something large and orange. How will you react?You probably won't face a wild tiger without the safety of a safari van...

How it works

• Here's a look at some of the fears that affect our decision making, how businesses and products exploit these tendencies to their advantage, and how, as a designer, you can apply this knowledge in your work...

Details worth keeping

You're walking along a dirt path on the outskirts of a dense forest.