The Einstellung Effect

The Einstellung effect is when your brain gets stuck using a solution that worked before—even if there’s a better one available now. It’s a mental shortcut that saves time, but it can also block creative thinking. The term “Einstellung” comes from German and means “setting” or “attitude.”

For example, if a designer solves a problem using a certain layout, they might keep reusing that layout—even when a new project needs a different approach. Their past success creates a kind of mental tunnel vision.

This effect happens in many fields, from design to chess to medicine. It shows how experience can help—but also sometimes hurt—our ability to think flexibly.

It’s important to be aware of the effect, but also to appreciate that in user experience (UX) design, users tend to prefer familiarity and efficiency. Try looking at problems with fresh eyes, get input from others, or question your go-to methods regularly, to keep your thinking flexible and open.

Watch as Author and Human-Computer Interaction (HCI) Expert, Professor Alan Dix explains the Einstellung effect:

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The Einstellung effect limits creative thinking by trapping designers—and other problem-solvers—in familiar problem-solving patterns. When they face a new challenge, their brains tend to default to past solutions—even when they don’t fit. This mental shortcut feels efficient, but it blocks them from seeing better or more innovative options.

For example, psychologists observed this in chess players who repeated old strategies despite obviously better moves. The effect happens because our brains love efficiency and familiarity, which work well in routine tasks but hinder creativity when a fresh perspective is needed.

To overcome this, step back and question your assumptions. Try looking at the problem from different angles or use brainstorming techniques like SCAMPER or mind mapping. Even simple actions like changing your environment or working with someone from another field can help break the mental loop.

Watch as Author and Human-Computer Interaction (HCI) Expert, Professor Alan Dix explains the Einstellung effect:

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

The Einstellung effect shows up in UX (user experience) and product design when designers rely too much on past design patterns or familiar solutions, even when those don’t serve the user’s current needs. For example, a designer might stick to a layout or navigation flow that worked in a past project, assuming it will work again, without fully exploring possible better alternatives for the new context.

This can lead to uninspired interfaces, poor usability, or features that feel out of place. It’s important to note that familiar solutions and past design solutions are great for UX as long as they are appropriate. In that respect, novel solutions are best avoided.

To avoid this trap, approach each design problem with curiosity. Ask fresh questions. Involve diverse stakeholders. Test unexpected ideas early. Even reviewing user data with a “beginner’s mind” can help you break out of fixed patterns and get a better grasp of the reality of the problem at hand.

Watch as Author and Human-Computer Interaction (HCI) Expert, Professor Alan Dix explains the Einstellung effect:

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

Real examples of the Einstellung effect in design often show up when teams stick to familiar solutions instead of exploring better ones. One classic case is when mobile apps mimic desktop layouts—essentially shrinking the desktop layout without appreciating the intricacies of mobile UX design and mobile users’ needs. Early mobile banking apps, for instance, copied full desktop dashboards. Designers assumed this was the “right” structure, even though mobile users needed faster, simpler navigation.

Another example is e-commerce sites that bury filters in dropdown menus because “that’s how it’s always been done.” Sticking to old ways blocks innovation and is a mindset that can be perilous. That’s especially so in a field as dynamic as UX design and the ever-evolving technology—as well as changing expectations and needs of users—it must cater to.

The Einstellung effect also appears in form design. Designers often include unnecessary fields just because older forms had them—like asking for a fax number in 2025.

To break free, revisit user needs often, challenge assumptions, and test new ideas with real users.

Watch as Author and Human-Computer Interaction (HCI) Expert, Professor Alan Dix explains the Einstellung effect:

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

You might be stuck in the Einstellung effect if you solve problems using the same patterns, even when they don’t fit the situation. Design patterns are valuable tools, but it takes good judgment and a creative mindset to make them fresh and relevant to your brand and users. Familiarity is good for users, and chosen solutions must be appropriate. If you often jump to a familiar solution without exploring other options—or feel uncomfortable breaking from “how it’s always been done”—that’s a clear sign of the Einstellung effect. You may also notice that your designs start to feel repetitive or that user feedback points to usability issues you hadn’t considered.

Another clue is if you resist new tools, approaches, or feedback because your go-to method “has always worked.” This mindset can limit innovation and keep your work from evolving with user needs. Again, however, note that familiarity is good for users and they need appropriate solutions.

To break out, step back and ask why you’re making each design choice. Research extensively and brainstorm possible alternatives, even if the current solution seems “good enough.” Collaborate with people who can offer fresh perspectives—cross-functional collaboration with team members from other departments, such as development or marketing, can reveal angles on a problem you mightn’t notice otherwise.

Watch as Author and Human-Computer Interaction (HCI) Expert, Professor Alan Dix explains the Einstellung effect:

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

Yes, the Einstellung effect can affect experienced designers even more. The greater your expertise, the more likely you’ll be to rely on patterns and past solutions that worked before. This deep knowledge can make it harder to see alternatives or question assumptions, because you’ve been “right” many times. The resulting “tunnel vision” can take you and your design team down the wrong road—or, rather, tunnel.

Experts often jump to conclusions quickly, thinking they’ve seen this problem before. However, even slight differences in context can make old solutions ineffective or even harmful. Intelligence and experience increase confidence, which can block fresh thinking if you’re not careful. Also, the phenomenon of déformation professionnelle—when your expertise in your field or career can constrain your view of a problem—ties in closely with the Einstellung effect. Sometimes the best solution is “ridiculously” simple because it’s “beneath” the scope that an expert is used to applying to a problem. Nevertheless, it is still the best solution to the problem, no matter which professional or career “lens” might try to see it as less so.

To avoid this trap, treat every problem as unique. Slow down, invite input from less experienced teammates, and actively seek out different viewpoints. Staying curious is the smartest thing you can do, and soon you may find the solution is on a completely different “path” from the one where you thought it would be.

Watch as Author and Human-Computer Interaction (HCI) Expert, Professor Alan Dix explains the Einstellung effect:

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

Yes, design thinking methods can help break the Einstellung effect. They encourage exploration, empathy, and experimentation. Unlike traditional problem-solving approaches, design thinking pushes you to step back, question assumptions, deeply understand the user’s needs and feel out the edges of the problem before jumping to solutions.

The process—empathize, define, ideate, prototype, and test—forces you out of mental ruts. For example, during ideation, you and your team generate a wide range of ideas, even wild or “bad” ones (the idea being to find why they’re bad ideas so you can get a fresh view of the true problem at hand and what might then be a “good” way to handle it). This reduces the grip of “tried-and-true” solutions. Prototyping and user testing also expose flaws in familiar approaches and open the door to unexpected insights.

Perhaps best of all is how design thinking creates a culture where questioning the obvious is valued. It invites diverse input, reframes challenges, and supports a mindset of continual learning. That makes design thinking one of the most effective ways to overcome the Einstellung effect, so it’s not just an “idea engine” but also a kind of “safety net” to keep your team from falling into the Einstellung trap.

Watch our video about the five phases of design thinking for valuable insights into this design process:

Enjoy our Master Class Harness Your Creativity to Design Better Products with Alan Dix, Professor, Author and Creativity Expert.

Yes—design systems and templates can trigger the Einstellung effect. While they speed up work and create consistency, they can also lock teams into familiar patterns. When designers rely too heavily on predefined components, they may stop questioning if those solutions actually fit the user’s problem.

This mental shortcut can block creativity and limit exploration. To avoid it, treat the design system as a starting point—not the final answer. Regularly revisit users’ needs, challenge default choices, and explore custom solutions when needed.

Encourage your team to sketch ideas from scratch before reaching for components. This habit keeps critical thinking alive and helps balance efficiency with innovation.

Watch our video about the five phases of design thinking for valuable insights into this design process:

Enjoy our Master Class Harness Your Creativity to Design Better Products with Alan Dix, Professor, Author and Creativity Expert.

Humans—including professionals at work—often overlook simpler solutions and go with sub-optimal ones due to factors like code reuse or just meeting a deadline. Users prefer familiarity and efficiency, so familiar solutions are the best as long as they are appropriate.

It’s also easy to confuse complexity with value, leading teams to over-engineer solutions instead of looking for elegant, minimal alternatives.

To counter this, build time for exploration into your process. Question assumptions and stretch to find the real edges of a problem—they may be easier to locate than you might think. Perspective plays a vital part. Prototype and test multiple ideas—even the “too simple” ones. Often, the best answer hides in plain sight; and remember that appropriate familiar solutions are the best.

Watch as Author and Human-Computer Interaction (HCI) Expert, Professor Alan Dix explains the Einstellung effect:

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

Purcell, A. T., & Gero, J. S. (1996). Design and other types of fixation. Design Studies, 17(4), 363–383.

This seminal paper investigates the phenomenon of design fixation, where exposure to existing solutions impedes the generation of novel ideas. Through a series of experiments involving novice and experienced designers, the authors examine how different types of stimuli—such as pictorial examples—can lead to fixation. The study reveals that fixation is influenced by factors like the designer's level of expertise and the nature of the example provided. These findings have significant implications for design education and practice, emphasizing the need to develop strategies that mitigate fixation and promote creativity. The research contributes to a deeper understanding of cognitive processes in design, informing methods to enhance innovative thinking.

Bilalić, M., McLeod, P., & Gobet, F. (2010). The mechanism of the Einstellung (set) effect: A pervasive source of cognitive bias. Current Directions in Psychological Science, 19(2), 111-115.

This publication has been highly influential in the field of cognitive psychology, particularly in understanding the Einstellung effect. The authors provide a comprehensive overview of the Einstellung effect, explaining how it operates as a pervasive source of cognitive bias across various domains of expertise. The paper is significant because it synthesizes previous research on the topic and proposes a theoretical framework for understanding the cognitive mechanisms underlying the effect.

The authors argue that the Einstellung effect is not limited to novices but can affect experts as well, demonstrating its widespread impact on problem-solving and decision-making processes. They present evidence from chess studies using eye-tracking technology, which reveals how the effect influences visual attention and information processing. This research has important implications for understanding expert performance and the potential limitations of expertise.

Furthermore, the paper discusses the broader implications of the Einstellung effect in real-world scenarios, such as medical diagnosis and scientific research. By highlighting the pervasive nature of this cognitive bias, the authors emphasize the need for strategies to mitigate its effects in various professional and academic contexts. This work has been instrumental in raising awareness about the Einstellung effect and inspiring further research into cognitive biases and their impact on human performance.