"No matter how cool your interface is, less of it would be better" — practical advice from interaction designer Alan Cooper

We cannot for long enjoy the illusion that we have solved the riddle of the group with this formula. It is impossible to escape the immediate and disturbing recollection that all we have really done has been to shift the question on to the riddle of hypnosis, about which so many points have yet to be cleared up. And now another objection shows us our further path.

It might be said that the intense emotional ties which we observe in groups are quite sufficient to explain one of their characteristics—the lack of independence and initiative in their members, the similarity in the reactions of all of them, their reduction, so to speak, to the level of group individuals. But if we look at it as a whole, a group shows us more than this. ome of its features—the weakness of intellectual ability, the lack of emotional restraint, the incapacity for moderation and delay, the inclination to exceed every limit in the expression of emotion and to work it off completely in the form of action—these and similar features, which we find so impressively described in Le Bon, show an unmistakable picture of a regression of mental activity to an earlier stage such as we are not surprised to find among savages or children. A regression of this sort is in particular an essential characteristic of common groups, while, as we have heard, in organized and artificial groups it can to a large extent be checked.

We thus have an impression of a state in which an individual’s separate emotion and personal intellectual act are too weak to come to anything by themselves and are absolutely obliged to wait till they are reinforced through being repeated in a similar way in the other members of the group. We are reminded of how many of these phenomena of dependence are part of the normal constitution of human society, of how little originality and personal courage are to be found in it, of how much every individual is ruled by those attitudes of the group mind which exhibit themselves in such forms as racial characteristics, class prejudices, public opinion, etc. The influence of suggestion becomes a greater riddle for us when we admit that it is not exercised only by the leader, but by every individual upon every other individual; and we must reproach ourselves with having unfairly emphasized the relation to the leader and with having kept the other factor of mutual suggestion too much in the background.