The theory is that the potential of your short-term memory is limited, and the brain cannot process an infinite number of 'things'.

Although hard to accurately measure, the cognitive load refers to the amount of strain your processing unit (brain) is under, at that moment.

Plenty of products have a high cognitive load—it doesn't necessarily make something bad.

For example, playing a fast-paced video game like Call of Duty requires a lot of concentration, and demands 'processing power' (of your brain).

You need both attention and interest to handle the cognitive load, but everyone will break eventually.

What you need to be mindful of is having a high cognitive load, on something that isn't enjoyable (or interesting).

Churn

• People will actively churn from highly stressful situations.

The theory is that the potential of your short-term memory is limited, and the brain cannot process an infinite number of 'things'.

Although hard to accurately measure, the cognitive load refers to the amount of strain your processing unit (brain) is under, at that moment.

Plenty of products have a high cognitive load—it doesn't necessarily make something bad.

For example, playing a fast-paced video game like Call of Duty requires a lot of concentration, and demands 'processing power' (of your brain).

You need both attention and interest to handle the cognitive load, but everyone will break eventually.

What you need to be mindful of is having a high cognitive load, on something that isn't enjoyable (or interesting).

Churn

• People will actively churn from highly stressful situations.