Anchoring Bias in UX: How First Impressions Drive Decisions

In UX design, what users see first isn’t just important — it becomes the mental benchmark for every decision they make after.

This is called anchoring bias, and it’s one of the most powerful tools in behavioral design.

Whether you're designing a pricing page, a product comparison, or a signup flow, the first number or element users see sets the stage for how they evaluate everything else.

🧠 What Is Anchoring Bias?

Anchoring bias is a cognitive bias where people rely too heavily on the first piece of information (the “anchor”) when making decisions.

In UX, that might be:

• The first price on a pricing page

• The default plan in a signup flow

• The initial suggestion in a form or search

💬 First impressions don’t just stick — they shape every choice that follows.

📱 Why Anchoring Bias Matters in UX

Let’s say your app offers 3 plans: Basic, Pro, and Enterprise.

If you show the Enterprise plan first, every other option seems cheaper and more accessible.

But if you lead with Basic, the more expensive options can feel too steep — even if they offer better value.

Anchoring frames perception.

✅ How to Use Anchoring Bias in UX Design

1. Set the Right First Option

→ Start with your strategic anchor — usually the premium or middle-tier plan
→ Use layout, copy, or highlight badges like “Most popular” to support it
→ Keep the anchor realistic — don’t go overboard or it will backfire

2. Use Visual Contrast to Reinforce Anchors

→ Make the anchor larger, highlighted, or visually distinct
→ Contrast other options in pricing, features, or time to value
→ Design to nudge — not to trick

3. Don’t Anchor to the Wrong Thing

→ Avoid showing discount prices before explaining value
→ Don’t default to a choice that users will always change
→ Be careful with default quantities or subscriptions — they can cause drop-off if users feel forced

4. Anchoring in Microcopy and Search

→ Use smart autofill: if your app suggests a starting location or action, it becomes the frame
→ Be intentional with form defaults (dates, numbers, categories)

💬 In UX, even defaults are anchors.

🎨 Real-World Example

🧪 Before:
Pricing page lists plans: Basic ($9), Pro ($19), Enterprise ($39) — in that order.

✅ After:
Order is reversed: Enterprise → Pro → Basic.
Pro is marked as “Most chosen”. It now feels like the best value.

Result? Increased conversions on the Pro plan.

🧘 Ethical Anchoring

Anchoring bias works — but it must be used transparently.

✅ Let users compare options fairly
✅ Use anchoring to highlight value, not hide costs
✅ Align anchors with what’s best for the user

📘 Want to Learn More UX Psychology Principles?

User Psychology 3 is our practical ebook designed to help UX and product designers apply real cognitive science in real products.

Inside:

• 30+ principles like Anchoring Bias, Hick’s Law, and Loss Aversion

• Visual UI examples

• Common design mistakes + how to fix them

• Downloadable format + lifetime access

🔗 Get the ebook →