Conceptual Design, Contributor, Cultural Bias, Interaction Design, Product Design Strategy

How to brand a disease — and sell a cure

by  • 

Elliot, C. (2010). “How to brand a disease—and sell a cure .” CNN. Retrieved on 11 October, 2010: http://www.cnn.com/2010/OPINION/10/11/elliott.branding.disease/index.html?hpt=C2 Carl Elliott in his article for CNN cites examples of how pharmaceutical companies sell a cure by disease branding. Drug companies today are embracing the ideology that Edward Bernays’, the father of PR proposed—The public relations business was less about selling things than about creating the conditions for things to sell themselves. Why disease branding works? As Carl Elliott states in his article, disease branding is particularly effective in two types of situations. Let us consider the first situation, a shameful condition that can be de-stigmatized through disease branding. If a condition, however shameful, is prevalent enough in the common population then a ready market exists for the cure. It is the rare shameful condition for which a market typically does not exist where disease branding will help ‘create’ a market. Individuals with this rare condition would need to overcome the stigma attached with such conditions and discuss them with their health care providers. By branding a disease and de-stigmatizing the condition, the pharmaceutical companies act as catalysts and enablers to the process of individuals coming forward and discussing the condition…

Read more →

Conceptual Design, Contributor, Cultural Differences, Interaction Design, Interface Design

Chinese companies ‘rent’ white foreigners

by  • 

Farrar, L. (2010). “Chinese companies ‘rent’ white foreigners.” CNN. Retrieved on 3 October, 2010: http://www.cnn.com/2010/BUSINESS/06/29/china.rent.white.people/index.html In China, white people can be rented. Chinese companies are willing to pay high prices for fair-faced foreigners to join them as fake employees or business partners. To have a few foreigners hanging around means a company has prestige, money and the increasingly crucial connections — real or not — to businesses abroad. The requirements for these jobs are simple: Be white. Do not speak any Chinese, or really speak at all, unless asked. Pretend like you just got off of an airplane yesterday. Those who go for such gigs tend to be unemployed actors or models, part-time English teachers or other expats looking to earn a few extra bucks. Often they are jobs at a second- or third-tier city, where the presence of pale-faced foreigners is needed to impress local officials, secure a contract or simply to fulfill a claim of being international. Occasionally, these jobs can go awry. A company can hire a white foreigner, swindle millions of yuan out of their clients , and after police shows up tell that the white guy was the one really in charge, White women are…

Read more →

Conceptual Design, Contributor, Ethnographic & User Data

Intention over Outcome

by  • 

BBC Staff, (2010). “Morality is modified in the lab.” BBC Online. Visited on October 02, 2010: http://news.bbc.co.uk/2/hi/health/8593748.stm. This article highlights a study that proves that human moral judgment can be modified by disrupting a specific area of the brain by applying magnetic pulses. For example, most of us would agree that it is morally unacceptable for a man to let his girlfriend walk across a bridge he knew to be unsafe. If he did not know it was unsafe, and the girlfriend did not make it safely across the bridge, we would not hold the man responsible for letting her cross the bridge. After a magnetic pulse is applied to a certain area of our brains we would think differently—Whether or not the man knew it to be unsafe, we would think it was morally acceptable for the man to let his girlfriend cross the bridge if she made it safely across. If she didn’t, we would feel it was morally unacceptable, regardless of whether or not he knew it to be unsafe. This shows how the judgment can be influenced to become outcome based rather than intention based. On Concept: If the reverse were possible, that is morally questionable…

Read more →

Contributor, Interface Design, Perception, Product Design Strategy

Re “A New Name for High-Fructose Corn Syrup”

by  • 

Parker-Pope, T., (2010). “A New Name for High-Fructose Corn Syrup.” New York Times Online. Visited on October 3, 2010: http://well.blogs.nytimes.com/2010/09/14/a-new-name-for-high-fructose-corn-syrup/ As this article describes, corn syrup producers in the United States have begun to push for a re-naming of their products. While it may sound innocuous, this is in fact a major change in the way that High-Fructose Corn Syrup (HFCS) is marketed to the public. Due to a combination of structural factors such as the widespread success of processed foods, corn production subsidies, and the natural human inclination towards sweet foods, HCFS is present in an astonishing array of food products. Recently, however, there have been indications of a backlash against the prevalence of HFCS in the American diet. Some health professionals and consumer groups have even advocated for its removal from many processed foods. This recent trend in the public perception has left HFCS producers in a bind. They have an economic interest in continuing to produce HCFS at low cost and having it utilized in as many products as possible, but they are not able to change any fundamental features of their product. As a simple mixture of glucose and fructose refined from corn, there is nothing to add to or remove from HFCS to improve it in the public’s eyes. The main lobbying…

Read more →

Attention, Contributor, Flow, Interaction Design, Long Term Memory

Re “Forget What You Know About Good Study Habits”

by  • 

Carey, B. (2010). “Forget What You Know About Good Study Habits.” New York Times Online. Retrieved on 26 October, 2010: http://www.nytimes.com/2010/09/07/health/views/07mind.html The main topic of this article is to dispel a few beliefs about effective study habits. According to this article, research has clearly demonstrated that we don’t have credible evidence for the utility of popular learning-style approaches that we follow. The article also outlines a few simple techniques that can reliably improve how much we learn from studying. Personally, I wish I read this article when I was a full time student as it might have helped me to be a better learner. Conceptual Design: With each of us having specific learning styles, a designer for a learning product can build a system that adopts to our learning styles. For example a system can test its users and determine their learning style and focus on a approach that might make the user learn faster and better. If the learning is tough, learners (Students) might lose interest and motivation. So effective approaches of learning such as variability in setting and materials must be used to improve learnability and retention.  Such design approaches would make learning easy and engage the users…

Read more →

Cognitive Blindness, Conceptual Design, Contributor, Interaction Design, Interface Design, Mental Model Traps, Perception

Re “Wine Study Shows Price Influences Perception”

by  • 

Svitil, K., (2008). “Wine Study Shows Price Influences Perception.” California Institute of Technology. Visited on October 4, 2010: http://media.caltech.edu/press_releases/13091 This article is a research study about how the region of the brain called the medial orbitofrontal cortex showed higher activity when participants drank wines at a higher price. A wine tasting study was conducted at the California Institute of Technology and Stanford University. Twenty volunteers tasted five wine samples at different retail prices: $5, $10, $35, $45 and $90 per bottle. The volunteers tasted and evaluated which wines that they found more pleasurable. Two out of five of the wines were the same but one was priced at $10 and one at $90. In the experiment the subjects rated and preferred the $90 priced wine more than the $10, although they did not know that they tasted the same wine. Cognitive Design What does the product do? In this study the cognitive design was a wine tasting experiment. The concept of the research was to experiment on the perception of price on different wines.  The setting was controlled in that the subjects did not know that they tasted the same wine but told that the price was different. While tasting…

Read more →

Cognitive Blindness, Conceptual Design, Group Decision Errors, Interface Design, Mirroring Errors, Pipsqueak Articles, Product Design Strategy, Scaffolding

Working with Clients

by  • 

We once had a client who made his secretary drive to our studio with a piece of a carpet from his office to be used as a color swatch for his company’s new logo. And while the final logo looked okay (very logo-like), it did little to represent the company’s brand. The company is no longer around today. Having a client who opines on the color of the background, choice of typeface, thickness of line, or layout mars the design process. It’s easy to get lost in details and personal preferences—who is to say that green is better than orange? A good designer has to be able to manage the client, keep the conversation focused on business goals and user needs. But before we can delve into the design process, we have establish trust. Clients need to feel like they’ve been listened to, they have to know and understand that design is hard work, and they have to buy into our expertise. The First Date The initial group meeting between the design firm and their client tends to feel like a first date: this is a chance for everyone to declare their expertise and expectations of each other. And like a…

Read more →