Up the junction: The perils of bad choice architecture

Rory Sutherland

This article argues that good choice architecture is critical to helping people make better decisions - bad choice architecture encourages poor choices and frustrates users.

Up the junction: The perils of bad choice architecture

Rory SutherlandOgilvy

When the choices available to us are badly managed, we tend not to notice until it is too late.

I wonder if anything strikes you as odd about this sign, which appears on the M20 motorway as you are approaching the M25 from the east?

I didn't think there was anything wrong for a year or so. That is until I noticed that when driving back from Deal on the M20 I kept missing the turnoff for the M25. When this happened for the fourth or fifth time...

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