Adjacency by comparison

Ask which items you keep holding against each other, then physically put those next to each other. Distance is the enemy: if two things are compared, every inch or tab between them turns the comparison into a memory test instead of a look.

Ask which items you keep holding against each other, then physically put those next to each other. Distance is the enemy: if two things are compared, every inch or tab between them turns the comparison into a memory test instead of a look.

Example

For the family trip, you stop toggling tabs and place the three candidate itineraries side by side in three columns on one page. Itinerary B's $340 hotel sits directly beside A's $520, so the price gap is visible without holding either number in your head.