Altering Perception of One's Identity by Means of Design: A Look at the Capability to Modify Personal Beliefs
In a groundbreaking study conducted by psychologists Jonathan Freeman and Scott Frazier in 1966, the adaptability of self-perception was explored, revealing valuable insights into how designers can influence consumer behaviour. The research, which involved three sections (A, B, and C), demonstrated that small changes in the short term can lead to significant changes in the long term.
The study aimed to understand how self-perception, the way individuals perceive themselves and their place in the world, can be leveraged to shape consumer behaviour. Self-perception is a dynamic concept that can be influenced by various factors, including social interactions, media exposure, and branding.
In the first section, only 20% of participants agreed to display a large, ugly "Drive Carefully!" sign in their gardens without any prior activity. However, when the research moved to Section B, nearly 76% agreed to display a small version of the sign in their vehicles, followed by a request to display the large sign in their gardens three weeks later. This shift in response rate highlights the power of small, incremental changes in shaping consumer behaviour.
The effect of small changes was further illustrated in Section C, where participants were first asked to sign a petition to "Keep their neighborhood safe!" followed by a request to display the large sign in their gardens three weeks later. Nearly 46% of participants agreed to display the sign, demonstrating the cumulative impact of small changes over time.
Designers can capitalise on these findings by creating products or branding that align with consumers' self-identities, fostering emotional connections. For instance, a brand that emphasises sustainability can appeal to individuals with a pro-environmental self-identity, influencing their purchasing decisions.
Moreover, logos and branding can reinforce certain aspects of a consumer's identity, making them more likely to associate with the brand if its values align with their own. Consistent branding across different platforms enhances recognition and strengthens the brand-consumer link.
By promoting adaptability through their products or services, designers can help consumers develop resilience and openness to change, potentially changing their self-view by making them more confident in their ability to adapt.
Understanding and leveraging the adaptability of self-perception can be a powerful tool for designers. By aligning products and branding with consumers’ evolving self-concepts, designers can not only influence consumer behaviour but also contribute to a transformation in how individuals perceive themselves. Small changes, when approached with patience and a deep understanding of the target audience, can add up to big changes over time.
Designers, in the field of UI design, can apply the findings of the study on self-perception to foster personal growth and self-development by thoughtfully aligning their designs with consumers' identities, thereby driving positive changes in consumer behavior. By creating designs that resonate with consumers' values and preferences, designers can aid in the accumulation of small, incremental shifts that promote adaptability, encouraging consumers to embrace education-and-self-development opportunities and ultimately undergo personal growth.
