The Wiki Man.

By Rory Sutherland. If you’ve read any of the previous ¡Design Thinkers! issues or any blog that talks around behavioural economics then you’ll have come across Rory Sutherland. Rory is Vice Chairman of Ogilvy Mather and is the self-titled impresario of behavioural economics and this book is a collection of his thoughts and opinions.

Experiment results.

If you’re a regular visitor to ¡Design Thinkers! you might remember that last winter we launched a small experiment and asked you to take a short survey to help (you can see the original article here). The idea behind this was to conduct an informal (and not very robust) experiment on the effect packaging design[…]

Ignorance, needs and wants – The psychology of brand choices.

Lining up at the supermarket checkout waiting to buy the shopping, I look in my trolley and see around 50 items. I wonder who put them there and how he chose them. I know I physically took the items off the shelves and put them in the trolley, but I have no idea of why[…]

Naughty nudges.

It all seems to be about ‘nudges’ at the moment. With the UK Government creating its Behavioural Insight Team, lovingly nicknamed ‘the nudge unit’, and with behavioural economics becoming more and more recognised I seem to stumble into examples everywhere. This one in particular deals with the elephant in the room topic of addiction to[…]

The Big Charity.

It is the current coalition Government’s highly publicised ambition that we build a stronger society – a Big Society in fact. Quite a lot of focus has been given to the action of ‘empowering communities and opening up public services, provoking both positive and negative reactions, but not so much attention has been given to[…]

#4 — Fonts for learning.

Sometimes a study comes along that just runs counter to your intuition and in doing so has an impact on your design. Last month Connor Diamond-Yauman and his colleagues published just such a paper in Cognition (2010).


by Robert H. Thaler and Cass R. Sunstein In the previous review of Robert Caldini’s book ‘Influence’ I mentioned that it has spawned many other books that refresh its content for the modern world but pretty much stick to the theories it introduced. Since Influence was first published in 1984 the world has become used[…]

The Upside of Irrationality.

by Dan Ariely. I have previously featured a couple of Dan Ariely’s videos on TED or Big Think most of which present some of the examples from his two books. Dan’s first book, ‘Predictably Irrational’, introduces you to the notion that we don’t always act in a rational way

#3 — Priming.

Imagine you’re out shopping and you’re stopped in the street to help with a survey. You have plenty of time so you agree to help. It turns out the survey is on healthy eating and you are asked several questions on what you feel is a healthy diet and what you and your family eat.[…]

Comitting to change…

If you’ve read the post on Priming then you’ll be aware of the power of writing things down in helping to change behaviour, if you haven’t then now’s a good time to shuffle across to the other post. The idea of writing things down to help yourself commit to the idea is not new, at[…]