The Paradox of Choice refers to the psychological tendency for people to be less able to make a decision in a situation with an overwhelming number of options than in a situation with a limited number of options. When there are too many options available, people can suffer from decision stress and have difficulty making a decision.

In neuroweb design, the paradox of choice can be used to optimise the design and structure of websites. By limiting the number of options offered to the user, it is possible to prevent users from feeling overwhelmed when making decisions.

For example, the use of filters or sorting functions on e-commerce websites can help users to quickly and easily navigate to the products that are relevant to them without being overwhelmed by an overwhelming number of options. In addition, clear and concise categories and navigation points can be used on websites to simplify the decision-making process for the user.