The Psychology of UI Design > 3.4 Why and How You Should Seek to Reduce Risk

3.4 Why and How You Should Seek to Reduce Risk


Any call to action has some form of risk for users, and the primitive brain will be quick to identify them and fixate upon them.

Therefore, it falls on us to reassure people by reducing any real risks and reassuring users about perceived ones.

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Paul BoagBy Paul Boag
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