What are designers, to get us to spend money and to fulfill promises

Economic theory has long proceeded on the assumption that people think logically and dispassionately make decisions guided by their own interests. However, the increased influence of behavioral economics in the last few years, whose supporters have found that such a situation is wrong. In fact, people are complex creatures, which often rely on emotion and intuition when making decisions, even if at times these decisions are contrary to common sense.

In company Opower Our designers have a lot of thinking about how to combine a comfortable and aesthetic mechanism of interaction of the user with the science of behavior, to motivate each person to save energy. We believe that an understanding of psychology and scientific fundamentals of how people process information, make decisions and take actions that allow us to create more efficient designWhich, in turn, helps us to achieve their goals.

How to use behaviorism - the science of behavior - in the design? Let's look at the numbers. These seemingly objective information items actually easy to subjective interpretation. Understanding the psychology of numbers would be helpful in creating a wide range of design products - from websites of online stores to fitness tracker app or software for business intelligence. In general, in cases where the numerical information is an integral part of the future product.

The glass is half full or half empty?

Let's look at a glass filled with juice evenly to the middle. If you ask you to describe the contents of the glass, you can do this in many different ways. You can say that the glass is half full, half empty, contains 0.2 liters of fluid, 110 calories, 20 grams of sugar and 200% of the daily requirement of vitamin C - all of this corresponds exactly to the content glass. But our brain responds to all these characteristics are not the same. This phenomenon is known in psychology as the effect of framing (or framing), explains how one and the same information submitted with minor modifications, can dramatically alter our perceptions and influence on our solutions.

Everything is relative

In 1981, Amos Tversky (Amos Tversky) and Daniel Kahneman (Daniel Kahneman), the founders of behavioral economics, conducted a study that showed how a frame effect has a psychological impact on our choice.

When study participants were asked whether they are willing to drive the extra 20 minutes to buy a calculator for $ 15, $ 5 cheaper, almost 70% said yes. But when asked whether they are willing to drive the extra 20 minutes to buy a jacket for $ 125 to $ 5 cheaper, only 29% of respondents answered in the affirmative. Why? Savings of $ 5 is reasonable, and in fact, and in another case, however, a discount of 33% is seen as a more attractive offer than a discount of 4%, so we are willing to put in more effort for her.

Another clear example of the effect of framing in action can be found in the book by Dan Ariely (Dan Ariely) «Predictably irrational». In 1990, Williams-Sonoma for the first time presented in its stores breadmaker. On it was installed price of $ 275. After the non-shiny sales shop invited consultants who advised to release an improved model with a price tag of $ 429.

And sales jumped. Only people started to buy is not a premium model and original, for $ 275. Why? Without options to customers was difficult to decide whether the bread maker worth the money. But compared to the much more expensive models of the original looked like an attractive option. This effect - anchor effect - often intentionally used in the retail industry.

Consider the release of the company Apple - Apple Watch Edition for 10 000 dollars. Even if the company does not plan to sell millions of copies of the model Edition, the existence of such a product itself enhances the anchor effect. Against the background of such acquisition price Sport model for $ 349 it seems reasonable.

Similar techniques can be applied in other situations not related to pricing. In Opower we are looking for a way to convince people to use less energy at home. Most people are not particularly versed in units of energy measurement, such as kilowatts, or terms, but saving money is often too small to be a real motivator. Therefore, to make our messages more understandable and persuasive, we use interest rate comparisons.

And another example. Our team has developed an interface that would help people to install energy-saving temperature in summer and winter. We added to tips seasonal campaigns and application programming the thermostat. We have learned to count the significant energy savings from these efforts, thereby encouraging people to choose more efficient temperature settings.

When the small details matter

We are all familiar with the tricks that marketers use to price seemed below: make the price of a little less than a round number (for example, $ 49.99 instead of $ 50). This method is popular for one simple reason - it works.

Nevertheless, many brands are starting to move away from the use of this technique, considering that prices nines associated with cheapness over quality. To increase the attractiveness of the prices of their goods and services, they use other psychological techniques.

Studies show that the price without decimal point and no decimal point are perceived as more reasonable. For example, it seems that the goods offered for 1000 dollars, is worth less than the price of goods from written as much as $ 1,000 or $ 1,000.00. This principle is used Airbnb, thereby increasing the attractiveness of their lists, and thus the number of bookings through the service.

In another study it was found that if you remove the dollar sign ($) of the price, reduced emotional "pain" by the need to pay, and it affects our tendency to spend. This strategy is often used in high-end restaurants and luxury shops. Look, it looks like the price list of wine The French Laundry: they are written without any symbols and digits.

That there is an image

Our world is flooded with digital systems, sensors and smart SoupBut the question remains the same: how can we highlight something important among the huge amount of data, which continues to grow every day?

Unfolded table - a handy option when you collect data or perform calculations. But from the design point of view, the table is not the most effective way to tell a story or highlight important information.

A recent study by Cornell University found that when the numeric values ​​are supplemented charts and other imaging means, the provided information is much convincing increases.

Look at an example Fitbit - I looked like a personal account in the application a few years ago and today.

Visualization helps to better represent numerical data for several reasons. C new design Fitbit displays data about user activity, adding to their visual aids that attract our attention and help to focus on the key information. In addition, graphics contribute to a more thoughtful perception. Finally, the progress bar takes advantage effect ZeigarnikWe remember best the interrupted action than complete, and it reinforces our desire to achieve the goal (and No matter what you want: set a new record in training, sleep on a schedule or move for day).

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The use of framing effect to the price of detail and data visualization... These examples show how designers can make numerical information more meaningful, compelling, push to actions.