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United Kingdom
HQ address
London, GBR
21Pictures is a new kind of dating site that uses insights from psychology to help people find a date. You describe yourself in pictures, and find people you like by looking at theirs.

We’ve created an online dating experience that as far as possible mirrors the real physical world. Pictures encourage intuitive decision-making, which we’re all pretty good at in social situations (thanks to our evolutionary past). On 21Pictures we get people to use their natural social intelliegence the way they would, say, at a party.

Your profile is like a noticeboard of your life: no words, it’s all about the visual. You can import photos from Facebook or Instagram, or from your phone or computer. The idea is to use pictures that describe you or your life in some way, so others can get an intuitive sense of what you’re like.

Intuition isn’t the only psychological “hack” we use on 21Pictures. The site is also designed to reduce the paralysing effect of too much choice. Rather than let users browse through hundreds of potential matches (because when does that happen in the real world?!), we give you 21 to look at at any one time, with the option of exchanging any you don’t like.

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