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Definitions | 1. Choice architecture | 2. Salience | 3-4. Framing and Anchors | 5. Chunking and feedback | 6. Cognitive ease | 7. Social norms | Summary | Further reading | Sources

This paper discusses seven Behavioural Science based concepts which are key tools for optimising everyday communications: Choice Architecture, Salience, Anchoring, Framing, Chunking, Cognitive Ease and Social Norms.

To learn how these concepts can be applied to everyday communications such as various marketing channels i.e. letters, emails, texts and posters, see our ‘sister’ Best Practice paper: How to apply behavioural science to build more effective everyday communications. This paper outlines a simple four-step process for applying these concepts to optimise everyday communications.