Behavioral Science Insight Cards

Check out my free and ever-growing collection of printable behavioral science flashcards. You can use these in workshops, experience design sessions, or during brainstorming to shake loose ideas. 

Click below to jump to a specific principle: 

Anchoring - Choice Overload - Dunning-Kruger Effect -  Loss Aversion - Peak-end Rule - Simplicity Theory 

Simplicity Theory 

Users prefer a simple experience because it doesn't make them think too hard.

Loss Aversion

People hate to lose - the pain of losing is twice as powerful as the pleasure of winning.


The first piece of information a user sees will subconsciously affect the choices they make later.

Choice Overload Insight Card

Choice Overload

Some choice is good, but too much choice will overwhelm and turn-off customers. 

Peak end Rule

Peak-end Rule 

Users judge an experience based on only two points - the best (or worst) part of the experience and the end.

Dunning-Kruger Effect

People with low skill levels often lack the self-awareness to realize that they have low skill levels - therefore, they’re overly confident in their abilities.