Today we had a lecture with Wendy about Nudge or Budge Theory. This theory tries to explain and understand how people think to make a decision or behave. Also, identifying and modifying existing unhelpful influences on people. I believe understanding this will be very useful for this project as our brief is focused on trying to change peoples life style choices so I was looking forward to this lecture. If we could understand how people think and how they make a decision we could relate it to parents and find solutions to get them to change their behaviour and thoughts on being active. There are 6 nudges:
System thinking – Fast & Slow
Behavioral insights show that people have two systems of thinking for processing information and decision making: automatic and reflective. The automatic system is typically fast to process, intuitive, unconscious, effortless and reactive. The reflective is slower to process, conscious, rational, more effortful, time consuming, responsive .
Behaviour change is best understood as a consequence of both systems.
Information design – Visual language
Text and language which is focused on typography and words to address to the audience.
Visual appearance is the colour, visual, images may all influence how engaging or persuasive information is. As a graphic designer this is the one we usually focus on the most. Visually the message should be communicated clearly so that it can have an impact on the audience. I’m staring to think about what kinds of visuals I want to do for my project already as they can be really important.
There could be numerous forms of information that might be designed for behaviour change, including cues, guidelines, plans, checklists and decision aids.
Information actions – Planning
Cues and reminders, cues can covey important information or trigger an emotional, affective reaction. Responses to cues conditioned by peoples relationship to the information.
Planning
Planning prompts that make actions simple, (ie tear off strip) can be effective to reduce procrastination and forgetfulness. They relate to organizational factors in actions, what are they logistical challenges that need to be planned and overcome?
Framing – Loses and gains
Social comparison – Descriptive social normals, injunctive norms, a command or order.
Choice and Incentive – Default systems are already in place, little action or planning needed. Salient clear signs that limit choice, feedback.
Gains and Loses – Attribution gains and loses: the chance of survival with cancer is 2/3 or the chance of mortality with cancer is 1/3. Descriptive of the consequences of performing an action as a gain or loss.
MINDSPACE
Messenger– we are heavily influenced by who communicates information
Incentives– Our responses to incentives are shaped by predictable mental shortcuts such as strongly avoiding losses.
Norms– Strongly influenced by what others do
Defaults– we “fo with the flow” of pre-set options.
Salience – our attention is drawn to what is novel and seems relevant to us.
Priming– our acts are often influenced by sub-conscious cues
Affect– our emotional associations can powerfully shape our actions
Commitments– we seek to be consistent with our public promises, and reciprocate acts.
Ego– we act ways that make us feel better about ourselves
The lecture was very beneficial and it gave me few key points to focus on how to change parents behaviors, I thought about using check lists and planners as a very good way to help parents make time for their children’s and family quality time. I could have planners for each week so they could tick off after playing games. I think this is an idea that I will go forward with and incorporate it into the deliverables. In addition, the client mentioned they give out goodie bags after workshops so I thought about making a fun package where they can have few items such as stickers, badges but also a planner for the family. This is an idea I will be showing clients to see their feedback on our next meeting. Small features in the campaign can benefit the target audience as posters leaflets do some have impact but the practical things which get the individuals’ to do things physical is more persuasive and engaging.
I created a mind map of all the key things I thought that was useful from the lecture. I just wanted to visualise and kind of circle aspects I thought I could use in my project and that i need to consider when designing. I know I wanted to focus on visual appearance and planning. These two if used effectively can make the parents want to change their life style and way of thinking.
Client meeting – 19/10/2020
These are my notes from the meeting on Teams:
Focus on the right families – not patronizing
Focus on online-zoom, facebook live
Outcomes / Physical – posters, flyers, leaflets, facebook ads – just advertising materials.
Accessibility is very important.
Bilingual – need welsh designs too
Design styles:
Focus on FUN, enjoying themselves, this is not a sport campaign this is for familiies ro spend quality time and have fun, relax. Fun is the main aim.
Try to be representative – demographic
Activity – movement on basic activities, not hard core sport routines or workouts.
Purpose:
Behaviour change -Physical change to get parents to be more involved with their kids. Parents can get angry with their kids when they have a lot of energy or they’re too loud, rather than them shouting at them or sending them to sleep. Parents should be doing activities so the kids can release the energy and also spend time with their parents.
Making parents feel comfortable, confidence.
ideation
I think this meeting was very beneficial from the things our client has said I think a few paths I could take this project. I know I want to focus on home activities, but I need 3 different concepts which focus on three different actions.
This mind map I focused on how to change parents behaviours and i think this was my big ideation process. As I was struggling with ideation, as next week we have a 3 strong concept tutorial. So I started to think about what is the purpose of this project, what is is my concept what am i aiming at the end of this project. How can I get parents to realise they need to do physical activities with their children. In addition, the brief has few things as a group we were feeling confused about. As the workshops, focus on low income families who live in deprived areas, this would mean parents who have no access to internet but they also want online presence. So we would need to think about both print and digital. I was thinking about why aren’t parents already doing these activities, if I could find answers to this question then i could think about solutions, create a campaign which will solve the problems or issues they are having. An example, in the brief it is said that lack of income is a reason why parents don’t do much exercise which results the family to be inactive too. So to solve this problem I can create posters that show that these home activities are so easy and simple to do at home. If I highlight this visually this could change their attitude to doing these activities as they will think I won’t need to spend much money. I can also highlight home activities you can use the tools you have at home which is the main focus of this project. They want parents to do home games as due to Covid-19 they can’t do face to face activities. Also, I thought about confidence as a big issue which is also highlighted in the brief, home activities would be so beneficial and good people who are struggling socially as home is safety, it’s our safety zone where we are isolated from the outside world. It has several meanings to many people but mostly it’s safety, comfort, love, togetherness, belonging and family. Parents who deal with lack of self confidence they might feel at ease if they’re at home then once things go back to normal they might build their confidence and actually want to join in to face to face workshops. For the visuals, I was thinking about slogans, catch phrases which will be engaging such as ‘phones off, it’s game time‘, a way to gets parent drop whatever that they are doing and focus on quality time. This slogan encouraging, it’s short and simple straight to the point of what parents should be doing. I also want to research on importance of quality time, include some facts and scientific outcomes to how beneficial quality time is for children. As we need to include some science in this brief, but it would also help communicate the message and support the purpose of the project. I think I have few paths and concepts I could show next week. I’m starting to feel more connected to the project. My next step is to refine all my ideas and create small visuals as ideas for next week.
Some key words that will help me with the concepts:
Confidence
Lack of income
Lack of time
Accessible
Busra Yildiz 