Anchoring

In UX (user experience) design, anchoring means showing users a starting point—like a price, option, or number—that shapes how they see everything that comes after it. This first piece of information or frame for what comes next sticks in their mind and sets the tone for their decisions.

For example, if a pricing page lists a premium plan at $199 first, users may see the $99 plan as a better deal, even if it’s still expensive. The $199 “anchors” their expectations. Designers use this technique to guide choices, highlight value, or make other options look more appealing by comparison.

Anchoring taps into a psychological bias—hence the term anchoring bias. People rely too heavily on the first thing they see when making decisions. Smart UX designers use this to subtly—and ethically (which is a vital consideration)—steer user perception and behavior, especially when presenting choices in navigation, pricing, or product comparisons.

Watch as Author and Human-Computer Interaction Expert, Professor Alan Dix explains important points about anchoring:

Take our course Creativity: Methods to Design Better Products and Services.

You’ll find anchoring bias most often in digital products where users make choices—especially on pricing pages, subscription plans, or product listings. E-commerce sites, for example, often show the original price first, then the discounted price. That higher “anchor” makes the discount feel more valuable.

Online services also use anchoring when they list a premium plan first. That higher price makes the mid-tier option look like a better deal, so sets off the latter as being the one users will more likely subscribe to. Even when sorting options—like hotel listings or flight search results—the first few results anchor user expectations about cost or quality.

Designers use this bias to influence how users compare, choose, or value what they see. It works because people naturally lean on the first number or option they see, and judge everything else in relation to it as a kind of “yardstick”—even if that anchor isn’t the most logical starting point.

Watch as Author and Human-Computer Interaction Expert, Professor Alan Dix explains important points about anchoring:

Take our course Creativity: Methods to Design Better Products and Services.

To design onboarding flows with smart anchoring, set a clear and helpful first impression. First, show users the most relevant or valuable option—whether it’s a popular feature, a recommended plan, or a suggested next step. That first item becomes the anchor, shaping how users see everything else.

Use this momentum to reduce friction. For example, pre-select the most common setup or show a “most popular” label. These nudges help users feel confident and move forward faster.

Keep the layout clean and focused. Too many choices can weaken the anchor’s effect—and might make users hesitate in analysis paralysis. Guide users with short explanations, simple visuals, and clear call-to-actions.

Test and refine. If most users follow the suggested path, well done—your anchor works. If not, try a different order or highlight. Smart anchoring in onboarding removes decision fatigue and helps users start strong—without feeling pushed or “guided” according to what your brand’s interests might be and not theirs.

Watch as Author and Human-Computer Interaction Expert, Professor Alan Dix explains important points about anchoring:

Take our course Creativity: Methods to Design Better Products and Services.

Anchoring and confirmation bias often “team up” to shape how users make decisions. Anchoring sets the stage by planting a first idea—like a price, option, or feature—that becomes the reference point. Then, confirmation bias kicks in and nudges users to seek out info that supports that first impression.

For example, if a pricing page shows a $99 plan first, users may anchor to that and then scan the rest of the page for signs that justify choosing the $49 plan instead. Confirmation bias pushes them to notice benefits of that cheaper option while ignoring its downsides.

Because of how price options and the like can “interplay” like this, this combo can skew how users compare options or interpret content. That’s why designers should use anchoring carefully—and ethically. When you present a first choice or default, make sure all other options are easy to compare and understand. That helps users make better, more informed decisions and come away with a healthy, trusting view of your brand.

Watch as Author and Human-Computer Interaction Expert, Professor Alan Dix explains important points about anchoring:

Take our course Creativity: Methods to Design Better Products and Services.

While anchoring is typically associated with numbers or choices, you can apply the principle of anchoring in UI animations by subtly shaping how users perceive information flow and interaction timing.

For example, a button that pulses before expanding into a menu creates an expectation: the pulsing draws attention and prepares the user for interaction. This temporal anchor frames the menu as a logical next step.

Similarly, if a tooltip consistently slides in from the same direction (say, the top), users begin to associate that motion pattern with guidance or helpful tips. This spatial consistency acts as an anchor, orienting users and making the interface feel more predictable.

You can also anchor attention using timing and sequence:

• Presenting one option slightly earlier than others

• Highlighting the default choice with a subtle motion cue

• Using progressive disclosure that animates content in a specific order

These techniques help set mental “starting points” that influence how users navigate or interpret what follows.

But be careful: anchoring in motion should be subtle and intentional. Overuse of animation can feel distracting—or even manipulative. If users feel they’re being pushed in a particular direction without clarity, they may lose trust in the interface or brand.

Empathic design means guiding, not forcing. Use motion to support user focus and decision-making—not to overwhelm or steer unfairly. That’s smart, ethical anchoring in microinteractions.

Watch as Author and Human-Computer Interaction Expert, Professor Alan Dix explains important points about anchoring:

Take our course Creativity: Methods to Design Better Products and Services.

Yasseri, T., & Reher, J. (2019). Fooling with facts: Quantifying anchoring bias through a large-scale online experiment. arXiv preprint arXiv:1911.12275.

Yasseri and Reher conduct a large-scale online experiment to quantify the presence of anchoring bias in judgment. Their findings reveal a strong and complex relationship between provided anchors and participants' predictions of future events. The study highlights the need for careful monitoring and regulation of information distribution online to facilitate less biased decision-making, which is pertinent for UX design in digital platforms.

Thaler, R. H., & Sunstein, C. R. (2021). Nudge: The Final Edition. Yale University Press.

Nudge: The Final Edition by Richard H. Thaler and Cass R. Sunstein is a comprehensive update to their groundbreaking 2008 book on behavioral economics. This edition reflects over a decade of additional research and practical application, including their governmental experience and the global rise of “nudge units.” The authors continue to emphasize “choice architecture”—strategically structuring decisions to improve outcomes without restricting freedom. This edition incorporates new insights on topics like COVID-19, climate change, and bureaucratic "sludge." It’s a foundational resource in public policy and UX design, showing how subtle design cues influence behavior. The book’s practical, theory-based strategies have reshaped approaches in economics, health, and governance.

Kahneman, D. (2011). Thinking, Fast and Slow. Farrar, Straus and Giroux.

In this seminal work, Daniel Kahneman, a Nobel laureate in Economic Sciences, delves into the dual processes of human thought: the fast, intuitive System 1 and the slow, deliberate System 2. He examines how these systems interact to shape our judgments and decisions, often leading to cognitive biases such as anchoring. Kahneman illustrates how initial exposure to a number or value can unduly influence subsequent estimations and decisions, a phenomenon known as the anchoring effect. This book is significant for its comprehensive exploration of cognitive biases, providing readers with a profound understanding of the mechanisms behind human thinking and decision-making.

Ariely, D. (2010). Predictably Irrational: The Hidden Forces That Shape Our Decisions (Rev. and expanded ed.). HarperCollins.

Dan Ariely challenges the notion of human rationality in economic behavior, presenting compelling research that demonstrates how individuals consistently make irrational decisions in predictable ways. He discusses various cognitive biases, including anchoring, to explain how initial information can skew our perceptions and choices. For instance, Ariely explores how the first price presented for a product can serve as an anchor, influencing our willingness to pay. This book is important for its accessible and engaging examination of the irrational tendencies that pervade human decision-making, offering valuable insights for both consumers and professionals.

To test if anchoring influences user behavior, run A/B tests where you change the order or presence of the anchor and compare results. For example, show one group a pricing page that lists the most expensive plan first and another group the cheapest plan first. Then measure which plans users choose more often.

You can also switch default values, like pre-selecting a mid-tier option, and track how often users stick with it. If behavior shifts noticeably between versions, anchoring likely has something to do with it.

Heatmaps and user session recordings add more context. For example, in eye-tracking studies, if users focus on the first item they see and spend less time exploring others, anchoring might be at work. First-click studies can help add more context, also. Surveys or interviews can help, too—ask users what stood out or influenced their choice. When people keep pointing to that first thing they saw, you’ve probably found your anchor.

Watch as Author and Human-Computer Interaction Expert, Professor Alan Dix explains important points about anchoring:

Take our course Creativity: Methods to Design Better Products and Services.

Here are key scenarios where you should avoid using anchoring in UX (user experience) design:

Don’t use it when it can mislead users—Never use it to deceive or manipulate users; it works against user trust and can damage your brand’s reputation. For instance, something like a highly bloated “original price” next to a discounted one to exaggerate how much money people can save is a problem if that original price was never charged.

Don’t use an anchored option if it doesn’t match user needs—Don’t push users towards a choice just because it helps your business. For instance, a highlighted pricing tier as being “recommended” although most users would prefer a basic or middle-level one can annoy users. They can think they’re paying for unnecessary features or end up with buyer’s remorse.

Don’t use an anchored option if it undermines informed decision-making—If you include a very strong anchor (like “Save 65%!”) without adding context about what users actually get, it can push them towards poorly considered choices.

Don’t use it when testing or learning is the priority—If you’re testing your early design or if it’s in an exploratory phase, don’t insert anchors that could bias user behavior. They might prefer one over the other based on that and not reveal evidence about what they truly prefer about a design. That distorted feedback could lead to wrong conclusions on the design table.

Don’t use anchoring when dealing with vulnerable or distracted users—In high stakes, stressful, or emotional situations, avoid anchoring. Areas such as healthcare, finance, or crisis management are risky and potentially dangerous areas. Think of the stresses people are under and how unfair and unethical it would be to try to get them to, for example, pick an option for paid mental health resources.

If you’re in doubt, ask yourself some questions:

• Does this help users make a better decision for themselves?

• Am I being open and transparent about options and trade-offs?

• Would this still feel fair if the user knew exactly what I was doing?

• What could users be experiencing in their situations when they encounter my design? Might they be worried about money? Their health? Might they be in a crisis situation? (Their welfare, health, and other interests come first.)

Watch as Author and Human-Computer Interaction Expert, Professor Alan Dix explains important points about anchoring:

Take our course Creativity: Methods to Design Better Products and Services.

To avoid misleading users with anchoring, always pair it with clarity and transparency. If you set a high price first or highlight a default option, make sure users can easily compare all choices. Use clear labels, honest descriptions, and consistent formatting so nothing feels hidden or pushed unfairly.

Give users control in their user experience with your brand. Let them explore without pressure by avoiding dark patterns like hiding cheaper plans or making premium options overly dominant. Use anchors to guide, not trick.

Check your data, too. If users consistently pick an option that isn’t right for their needs—just because it’s first—you may be leading them astray. If this is so, make sure you adjust your design.

The goal is to support good decision-making, not just boost conversions. When users feel confident and informed, they trust your product more—and that long-term trust matters far more than a quick win. Especially in an age of instant and visible feedback, trust is vital.

Watch as Author and Human-Computer Interaction Expert, Professor Alan Dix explains important points about anchoring:

Take our course Creativity: Methods to Design Better Products and Services.