# Choice Architecture Choice architecture is the design of how choices are presented to people. Thaler and Sunstein's *Nudge* (2008) showed that small changes in how options are framed—defaults, ordering, salience—dramatically affect decisions. A choice architect shapes behavior without restricting options (libertarian paternalism). Examples: opt-out vs opt-in organ donation, healthy food at eye level, automatic enrollment in retirement plans. Choice architecture applies [[Behavioral Economics]] insights: since people don't optimize rationally, design can guide them toward better outcomes. It connects to [[Nudge Theory]], [[Behavioral Design]], and [[Friction]]. Critics worry about manipulation. ## Key Techniques | Technique | Example | |-----------|---------| | Default options | Auto-enroll in 401k | | Salience | Highlight healthy choices | | Simplification | Reduce options | | Social proof | "Most people choose X" | ## References - Thaler & Sunstein. *Nudge* (2008) ## Related - [[Nudge Theory]] - [[Behavioral Economics]] - [[Behavioral Design]] - [[Friction]]