Thinking Fast and Slow

The Framework Bank
Dec 17, 2018 · 1 min read
Source: Kahneman, 2002

While this framework maybe look a bit academic for more practical everyday use, in say brand or design thinking, its foundations are critical to understanding how we think — particularly when it comes to choice, intuitive judgement and framing. And the impact of this framework as part of a wider body of work is everywhere in marketing, brand building, design, psychology, education and just life in general. Understanding the two ways that the brain forms thoughts — the rapid-fire, heuristic system 1 and the more calculated system 2 — provides the rationale for why design and creativity are able to effectively create new behaviors.

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