Designer and casual writer. Currently building Shosho.co.
Engineers, medical people, scientific people, have an obsession with solving the problems of reality, when actually … once you reach a basic level of wealth in society, most problems are actually problems of perception― Rory Sutherland
Status quo bias is an emotional bias; a preference for the current state of affairs. The current baseline (or status quo) is taken as a reference point, and any change from that baseline is perceived as a loss.
Market research is an unreliable guide to know how people think, decide and act.
The goal is not to design something new, but rather reframe it in a different context. So that we can perceive value in a different form.
Almost nobody will pay $40 per jar of coffee in a shop, but they will pay 39 cents per pod of coffee. Which ends up costing you those $40.
Context dictates behaviour.
A large part of the reason we like brands is because they are a guarantee of low variance. A guarantee of consistency — in quality and experience.
You have to realise that in most contexts all we are trying to do is minimise the risk of a bad experience. That’s why if you go to a new city you would prefer eating at a McDonald’s rather than a local restaurant. Because you are familiar with food taste consistency.
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