The Anchoring Effect in UX Design: How First Impressions Shape User Decisions

Have you ever felt that a discounted price makes a product seem like a better deal—even if the final price is still high?

For example, a product originally priced at ₩100,000 being discounted to ₩50,000 often feels much cheaper than if it had just been ₩50,000 to begin with. This isn't a coincidence—it's the Anchoring Effect, a well-known cognitive bias that influences how we perceive value.

In this blog post, we’ll explore: 

• What the anchoring effect is
• How it works in our cognitive system
• Practical UX design strategies that leverage anchoring to guide user behavior

What Is the Anchoring Effect?

The Anchoring Effect refers to our tendency to rely heavily on the first piece of information we receive (the anchor) when making decisions. Once an anchor is set, all future judgments are influenced by it—whether we realize it or not.

Anchoring affects our thinking in areas like:

• Shopping and price evaluation
• Legal decisions
• Salary or investment negotiations
• Online donations and subscriptions

Research Example:

Even showing people a random number before asking them to estimate something unrelated can shift their answers closer to that initial number.

Cognitive Systems: System 1 vs. System 2

Psychologist Daniel Kahneman proposed that our thinking operates in two modes:

• System 1: Fast, intuitive, automatic. It's great for everyday decisions but prone to biases.
• System 2: Slow, deliberate, analytical. It kicks in for complex decisions but uses more mental effort.

The anchoring effect mostly occurs when System 1 is in control. We often rely on this system because it conserves energy, making us more vulnerable to cognitive shortcuts—like anchoring.

Real-World Examples of Anchoring

• Price Discounts: Original price ₩100,000 → Discounted to ₩50,000 → Feels like a great deal
• Restaurant Menus: Placing high-priced dishes at the top makes mid-priced ones seem more affordable
• Legal Rulings: Judges were less likely to grant parole before lunch due to mental fatigue
• Donation Requests: “Start with ₩10,000” leads most people to donate at least that much

UX Design Strategies That Use the Anchoring Effect

UX designers can use anchoring to improve decision-making, simplify experiences, and increase conversions.

1. Price Anchoring

• High anchor pricing: Display the most expensive option first to make others seem more reasonable.
• Pre-discount emphasis: Highlight the original price to show perceived savings.

2. Default Option Framing

• Use default selections to guide quick decisions.
• Highlight “recommended” plans visually to attract attention.

3. Visual Cues for Fast Processing

• Keep visuals clean, bold, and easy to scan.
• Use high-contrast colors and quality design to inspire trust.

4. Branding & Repetition

• Repetition builds familiarity, and familiarity builds trust.
• Use simple names and friendly visuals to create a positive mental anchor.

5. Reducing Decision Fatigue

• Important decisions should not rely solely on System 1.
• Provide clear, supporting information when a thoughtful decision (System 2) is required.

Framing Effect vs. Anchoring Effect

Though similar, the Framing Effect and Anchoring Effect are different.

• Anchoring: Bias from the first number or data seen
• Framing: Bias from the way information is presented (positive vs. negative wording)

Both are powerful tools in UX design when used ethically.

When to Trigger System 2

While anchoring helps users make fast choices, critical or irreversible decisions should encourage deeper thinking.

✅ UX Tip: Use simple layouts to activate System 1, but always offer supporting info or confirmations to prompt System 2 when needed.