A Quick Guide to Behavioural Nudges

BH&P Quick-Start Guide to Behavioural Nudges

Designing better decisions starts by understanding how people behave. This guide is your one-stop overview of the most effective behavioural nudges used in marketing, brand strategy, and systems change, organised by function to help you apply them in your organisation today.

1. Attention & Mental Framing

These nudges influence perception and make information more impactful.

Salience
Make important information vivid and emotionally engaging. Use bold visuals, headlines, colour, and contrast.
Why it works: Grabs attention in crowded environments and improves recall.

Anchoring
Introduce a reference point (e.g. pricing, percentages) to influence judgment.
Why it works: People compare against the first thing they see.

Framing (Gain/Loss)
Frame messages as avoiding loss rather than gaining benefits.
Why it works: People are more sensitive to potential losses.

Scarcity
Highlight time limits or limited stock.
Why it works: Creates urgency and fear of missing out.

2. Motivation & Identity

These nudges align behaviour with how people see themselves or want to be seen.

Social Norms
Show what peers are doing (e.g. "9 out of 10 people chose this").
Why it works: People follow the herd, especially when unsure.

Messenger Effect
Use a trusted figure, expert, or relatable influencer.
Why it works: Credibility increases acceptance.

Commitments & Pledges
Invite users to make public or written promises.
Why it works: People want to act consistently with their stated intentions.

Incentives & Rewards
Offer small, timely rewards for taking action.
Why it works: Reinforces behaviour through positive reinforcement.

Reciprocity
Give something first (free sample, trial) to encourage action.
Why it works: People like to return favours.

3. Simplification & Prompting

These nudges make action easier, clearer and more likely to happen.

Defaults / Opt-Outs
Make the desired choice automatic unless changed.
Why it works: People rarely alter pre-set options.

Implementation Intentions
Help people plan: "If X happens, then I will Y."
Why it works: Turns intention into action.

Prompts & Reminders
Use cues, emails, or push alerts at the right moment.
Why it works: Keeps behaviours top-of-mind.

Chunking & Checklists
Break complex actions into easy steps.
Why it works: Reduces cognitive overload and builds confidence.

Feedback Loops
Provide real-time progress tracking (e.g. dashboards).
Why it works: Encourages consistency and shows impact.

Friction Removal
Eliminate unnecessary steps or effort.
Why it works: The easier it is, the more likely it is to happen.

4. Habit Design & Context Cues

These nudges embed behaviour in routines and environments.

Habit Pairing
Link new actions to existing routines (e.g. "after brushing, rinse with X").
Why it works: Builds automaticity through association.

Environmental Restructuring
Change physical or digital environments to prompt action.
Why it works: Our surroundings influence our behaviour more than we realise.

Priming
Use subtle sensory cues (sound, scent, visuals) to nudge behaviour.
Why it works: Triggers automatic responses.

Modelling
Demonstrate desired behaviours through role models or testimonials.
Why it works: People imitate what they see from others they respect.

Why Nudge Theory Works

Behaviour change happens when you understand why people think,  feel, and act as they do.

Use this guide to inspire your next campaign, workshop, or internal sprint. If you want help turning theory into action, get in touch.