Too Many Choices?

Need More Choices?

Have you ever shopped for something where there were not only too many options to choose from but you couldn't seem to figure out the difference between them? Toothpaste and big screen televisions are great examples.

What combination is better for your teeth; added fluoride, flavor crystals, tartar control, sensitive teeth, whitening, baking soda, enzymes, vitamins, herbs, calcium sodium phosphosilicate, mouthwash, and/or hydrogen peroxide? More annoying than stressful because each tube is relatively inexpensive.

By comparison, shopping for large screen televisions can be excruciating given the significant investment. What factors give me the best picture long-term; front/rear projection, lcd, dlp, plasma, crt, resolution (720p, 1080i, 1080p), video processing speed (60Hz, 120Hz), contrast ratio (10,000:1), screen size (50"), aspect ratio (4:3, 16:9), number and type of inputs/outputs (hdmi, component, optic), and/or hdtv/sdtv?

From the consumer perspective; you either spend the next month studying the differences, impulsively grab the one that is the most appealing, or walk out of the store frustrated by the experience. From the company perspective; you risk sabotaging your marketing efforts when people are offered variants of the same brand because they tend to switch to another brand that offers a single option.

It has been shown that when a shopper is given a choice between six and 24 varieties of a product; they show more interest in the larger assortment but are 10 times more likely to make a purchase from the smaller assortment. Mounting evidence suggests that when people are faced with too many options, they are less likely to make any decision and when they do they are less satisfied.

While having a choice is better than not having a choice, too many options is not only unproductive, but counterproductive; a source of pain, regret, worry, and unrealistic expectations. There's more effort put into making decisions and less emphasis on enjoying them. If you make a decision, is there another choice that would have been better? The nagging possibility exists that if you had chosen differently, you could have gotten something better or cheaper. We do this with everything from cars and electronics to life partners and food.

Want More Options?

For this very reason, The Folder Store has limited the number of folder options available on our website. While we are capable of manufacturing just about any presentation folder you can dream up, we only display those styles, papers, inks, and foils that satisfy the needs of 80% of our customers (80-20 rule or Pareto principle). To show every possible option available would simply confuse and frustrate the majority of shoppers. Rest assured that if you have very specific custom folder needs, we can help you with that offline.

1. Letter-Sized Folders (9" x 12")
   Traditional pocket folders with plenty of margin for standard-size documents (8.5" x 11"). When you visualize presentation folders, you likely picture these. Letter-size folders come with two pockets or one pocket on the right hand side; reinforced or not.
2. Legal-Sized Folders (9.5" x 14.5")
   Perfect for legal-size documents (8.5" x 14"), which will get damaged and be unattractive if placed in letter-size folders. These folders also have the option of a .375" spine so that the folder will be able to hold even more information.
3. Small-Sized Folders (4" x 9" or 6" x 9")
   The versatile folders; good for folded contracts, brochures, business cards, tickets, certificates, note-cards, or any information folded in thirds. Beware of placing smaller items in larger folders as it will leave people feeling like there should have been more.
4. Report Covers (8.75" x 11.25", 9" x 12", or 8.75" x 11.375")
   Designed to give instant access to letter-size or legal-size report-based materials. The 8.75" x 11.375" option also has tabs on the spine so that you can staple reports. Report covers are perfect for taxes, personal financial plans, and real estate proposals.
5. File Tab Folders (9.75" x 12")
   Excellent way to help organize financial or legal information your clients wish to file away. Helps them more easily locate the information in their filing system when the need arises.
6. Document Folders 4.5" x 10.25" or 4" x 9.25")
   Best for small-size documents that need to be easily accessed but do not require stapling. Document folders make the documents readily available because they have no pockets to get in the way.

For a more in-depth analysis of Decision Theory, see the full version of The Paradox of Choice by Barry Schwartz, Interview with Barry Schwartz and Too Many Choices?.

Image Credit (Televisoins): cliffeotc