I was working with a client that was upset about the whiteness of the paper used for her new business stationery. After a lot of too’ing and fro’ing, I privatel

I was working with a client that was upset about the whiteness of the paper used for her new business stationery. After a lot of too’ing and fro’ing, I privately took a single sheet and cut it into 4 and gave the 4 “samples” to her as stock options. Despite all the options being completely identical, she chose option B as her definite preference, with option A as her second favourite. Also this wasn’t some regular idiot, but a client that had overseen a marketing agency for 15+ years, so really she should know better. As a bonus the paper I used for the experiment was the original stock that she was making a fuss over. (While paper is available in tints via different whitening approaches, those tints are noticeably different from one another.) So it seems sometimes people have moments of perfectionism, it’s good to keep this in mind if we notice ourselves being fussy about a decision that probably doesn’t matter. It’s almost always better to just get on with it, than be paralysed by decisions.