Krug- Chapter 4

The main reason why users like mindless choices is the certainty that comes with it.  If the user has to stop and think about what choice to make, there is likely a level of uncertainty over whether they're making the correct choice or not.  With mindless choices, there is no uncertainty. An example of a well-designed mindless choice would be a clear, concise, and "minimalist" navigation bar. A well designed navigation bar that is clear, legible, and with few words as possible allows to user to make a mindless choice about what part if a particular site or information they're looking for.