Dinner is in an hour and a key ingredient is missing, so you pop to the closest shop only to find that it doesn’t have your usual brand. When shoppers need something instantly and their first choice isn’t available, what informs their selection? How do companies compete to be the second best choice?

What’s the appeal of pre-loved products beyond the lower price? How are digital tools helping people find the perfect fashion fit? Why are tangible experiences so important in brick-and-mortar spaces? And how do shoppers make buying decisions in-store when they can’t find their preferred brand?

The clamour of modern urban life – in both the physical and digital worlds – can sometimes be overwhelming. In the first of a two-part report, Canvas8 looks at how complexion reduction is seeing apps redesigned with bold headers, simple icons and reduced colour for a unified mobile experience.

From picking a holiday spot to settling on a new pair of shoes, nearly half of Britons avoid making choices in the hope that someone else will do it for them. Canvas8 spoke to Mary Steffel, an assistant professor at Northeastern University, to learn why we sometimes outsource difficult decisions.