Users often prefer options placed in the middle of a set when choices seem equivalent
Definition
The Centre-Stage Effect refers to a cognitive bias where users gravitate towards options that are positioned centrally within a set of similar choices. This is especially true when the options appear to have equivalent value or relevance.
Do
Place the most important or recommended options in the middle of the set
Consider the centre-stage effect when designing the layout of choices
Use the centre-stage effect to guide users towards desired actions
Avoid
Avoid positioning less valuable or less relevant options in the center
Don't overlook the importance of positioning in perceived value
Don't confuse users by placing irrelevant or unrelated choices in the middle