Nudge
01 Definition
Nudge meaning: A small change to how choices are presented that steers behavior without forcing it.
A nudge is a design or wording choice that gently guides people toward a decision while leaving all options open and easy to refuse. Examples include a preselected default, a suggested tip amount, or a reminder. A nudge must not remove choice or hide important information.
Why it matters
How Nudge fits the work
Small changes in how options are arranged can make a helpful choice easier to make, which supports better decisions without limiting anyone's freedom to choose otherwise.
In context
The energy company nudged customers toward paperless billing by making it the preselected option, while still offering a clear switch back to mailed statements.
Practical note
The line between a nudge and manipulation is ethical. Nudges that exploit confusion, hide costs, or make opting out hard are dark patterns and can damage trust and invite regulation.