BUYER PSYCHOLOGY OF COGNITIVE LOAD THEORY

Summary from the TLDR Marketing newsletter

Cognitive Load Theory explains why people forget key information and make suboptimal choices when overloaded with sensory information. Brands can mitigate this by breaking down choice architecture into chunks, for example, organizing a huge product catalog into understandable categories. It also helps to simplify complex systems, just as WeightWatchers did by distilling weight loss into a points system. Use imagery with product specifications to help users understand specific product features more easily.