Have you ever stood in front of sweet counter full of chocolate bars?   Or a wall-full of 500 pizza choices.   And walked away empty-handed after a few minutes, because you couldn’t decide which to choose?

As Sheena Iyengar and her co-researchers discovered, too many choices actually makes it harder to choose something over nothing.

In a well-known experiment in a store that was famous for the extensiveness of its range, they set up a tasting station for jam.  Every half an hour the choices available to taste switched from 6 jars, to 24 and back again.

More people looked and tasted when there were 24 jams to choose from.  But 6 times as many people bought when there were only 4.

The lesson for packaging your Promise?

If you want people to notice you, have lots of choice.  If you want them to buy, don’t make them work so hard.  They’ll probably give up.