Increasing salience simply refers to making a choice, behavior, or set of consequences more obvious.
The forms this can take are myriad—increasing the size of a button on an app, showing a picture of lungs with cancer rather than verbally describing it, or adding warning labels onto unhealthy foods are all examples of attempting to influence behavior through manipulating salience. In financial interventions, this might entail calculating the total lifetime cost of failing to utilize an employer 401k match or showing a detailed photo of a potential drream home to influence savings rates.
