23 Colours

@23colours.bsky.social

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Martin Maguire Creative Artist and Writer - the story is everything. Nat Gallery of Ireland AIB Portrait Prize 2024 RUA 2025 Art Riddler 2025 Orpen Prize 2025

The ”Paralysis of Choice” is a term that comes from the book Paradox Of Choice by Prof Barry Schwartz. The subtitle to the book is ‘Why more is less’. He describes something we all experience - the difficulty of making decisions when faced with too much choice. It happens every time I sit down to find something to watch on Netflix. The paralysis of choice in terms of retail is a psychological phenomenon where too many options overwhelm consumers, leading to decision fatigue, anxiety, and a higher likelihood of them making no purchase at all, rather than choosing one. Retailer studies in the US discovered that when customers were offered dozens of flavours, brands and qualities of jam, sales of all jam dropped off. When they reduced the offering, sales of jam rose again. And so…390 pots of jam later… This painting will be on show at The @artriddler Exhibition 2026 at One Charlemount Square, Dublin 2 May 28 - 31 ‘Paralysis Of Choice - Jammed’ (2026) Oil On Canvas, 30 x 15 inches