Increasing the saliency of a choice, a data point or a piece of information will increase its importance in the decision-making process.

This is intuitive, well-established and documented but surprisingly underestimated and underused for applied BE projects.

One of the first element to analyze in a situation is to find out which choice and other elements are the most and the less salient. Does this align with the targeted behaviors? If not, well, you have your first possible behavioral change right there.

Salience is often one of the elements enabling more Ease and Accessibility, in turn shaping behaviors very efficiently.