All In The Mind The design tricks brands use to get you to buy
22 snips
Dec 14, 2024 Chris Bauman, Professor of branding at Macquarie University and co-author of 'The Psychology Behind Design', dives into the fascinating ways design influences our shopping habits. He unpacks concepts like nudge theory and the mere exposure effect, demonstrating how familiar aesthetics compete with modern innovation in products. The discussion includes emotional connections brands create, the role of AI in design, and how strategic choices can subtly guide consumer behavior, all through engaging examples like the Michelin Man and Yamaha's electric violin.
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Balance in Design
- Consumers crave balance in design, between familiarity and novelty.
- This balance is crucial for emotional well-being and influences purchasing decisions.
Mere-Exposure and Isolation Effects
- The mere-exposure effect explains how familiarity breeds liking.
- The isolation effect highlights our tendency to focus on what stands out, like Steve Jobs' simple attire amidst groundbreaking tech.
Eiffel Tower Example
- Initially, Parisians disliked the Eiffel Tower, finding it disruptive.
- Over time, repeated exposure led to acceptance and appreciation, demonstrating the mere-exposure effect.
