Special
Environment

Green, clean and designed to be seen

How a small, status-laden addition to the license plates of electric cars will lead to a green revolution in the UK

Here in the UK, the Government set out a plan to phase out sales of all petrol and diesel cars by 2030 - an ambitious target that requires a package of structural investment into charging networks, incentives for Electric Vehicle (EV) purchases, along with more subtle ways to drive awareness of what will become a defining revolution for the car industry.

Aside from range anxiety, a common concern around EV purchases is that they feel too out of the ordinary and therefore a more risky purchase than their petrol counterparts. Manufacturers have thus responded by releasing EVs that look virtually identical to their polluting friends.

The problem here is that this revolution might not be as salient or visible as it ought to be, reducing awareness and therefore opportunities to change one's mind around adoption.

Enter then the humble number plate - a legal requirement for all cars that is visually consistent, whatever your car's shape, colour or cost...

...Until now.

Rolled out in Dec 2020, a special number plate has been designed that makes salient the EV's environmental prowess. Visible on both the front and the rear of the car, a vivid green stripe acts as a form of status that the owner is ahead of the game, both ethically and practically. The recent petrol shortage here merely compounds this.

But access to these plates is strictly limited, meaning only cars that are fully electric can have them, incentivising an absolute shift away from fossil fuels.

What's interesting here is the power of compounding salience. 1 in 10 cars sold in the UK are now fully-electric, with EV sales rising 87% from 2020 (5.4%) to 2021 (9.5%). As a result, we'll start to see more and more of these little green markers around our cities, towns and villages, regardless of the car's design. And the more we see it, the more 'normal' it is, the more comfortable we feel with it, the less risky buying an EV feels, creating a virtuous cycle.  

Beyond a boost in status and a drop in tax and fuel, these green number plates will eventually allow for more practical benefits too, subject to a council's plans, such as free parking, bus lane use and entry to certain zones of a city.

The UK is not alone in rolling out these plates; they've been successful in China, Canada, Hungary and Norway and evidence is showing that they're helping to drive sales.

This Nugget In The Wild shows us that - on what is otherwise a generic and pretty unsexy part of a car, let's be honest - there's a real power in surfacing a key piece of information something that enables owners to feel a sense of status and exclusivity around environmental change.

These are early days, but here's a great example of where the most subtle of details can have the most profound, long-lasting behavioural change.

Special
Environment

Green, clean and designed to be seen

How a small, status-laden addition to the license plates of electric cars will lead to a green revolution in the UK

Here in the UK, the Government set out a plan to phase out sales of all petrol and diesel cars by 2030 - an ambitious target that requires a package of structural investment into charging networks, incentives for Electric Vehicle (EV) purchases, along with more subtle ways to drive awareness of what will become a defining revolution for the car industry.

Aside from range anxiety, a common concern around EV purchases is that they feel too out of the ordinary and therefore a more risky purchase than their petrol counterparts. Manufacturers have thus responded by releasing EVs that look virtually identical to their polluting friends.

The problem here is that this revolution might not be as salient or visible as it ought to be, reducing awareness and therefore opportunities to change one's mind around adoption.

Enter then the humble number plate - a legal requirement for all cars that is visually consistent, whatever your car's shape, colour or cost...

...Until now.

Rolled out in Dec 2020, a special number plate has been designed that makes salient the EV's environmental prowess. Visible on both the front and the rear of the car, a vivid green stripe acts as a form of status that the owner is ahead of the game, both ethically and practically. The recent petrol shortage here merely compounds this.

But access to these plates is strictly limited, meaning only cars that are fully electric can have them, incentivising an absolute shift away from fossil fuels.

What's interesting here is the power of compounding salience. 1 in 10 cars sold in the UK are now fully-electric, with EV sales rising 87% from 2020 (5.4%) to 2021 (9.5%). As a result, we'll start to see more and more of these little green markers around our cities, towns and villages, regardless of the car's design. And the more we see it, the more 'normal' it is, the more comfortable we feel with it, the less risky buying an EV feels, creating a virtuous cycle.  

Beyond a boost in status and a drop in tax and fuel, these green number plates will eventually allow for more practical benefits too, subject to a council's plans, such as free parking, bus lane use and entry to certain zones of a city.

The UK is not alone in rolling out these plates; they've been successful in China, Canada, Hungary and Norway and evidence is showing that they're helping to drive sales.

This Nugget In The Wild shows us that - on what is otherwise a generic and pretty unsexy part of a car, let's be honest - there's a real power in surfacing a key piece of information something that enables owners to feel a sense of status and exclusivity around environmental change.

These are early days, but here's a great example of where the most subtle of details can have the most profound, long-lasting behavioural change.

What’s a Rich Text element?

The rich text element allows y

ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Special
Environment

Green, clean and designed to be seen

How a small, status-laden addition to the license plates of electric cars will lead to a green revolution in the UK

Here in the UK, the Government set out a plan to phase out sales of all petrol and diesel cars by 2030 - an ambitious target that requires a package of structural investment into charging networks, incentives for Electric Vehicle (EV) purchases, along with more subtle ways to drive awareness of what will become a defining revolution for the car industry.

Aside from range anxiety, a common concern around EV purchases is that they feel too out of the ordinary and therefore a more risky purchase than their petrol counterparts. Manufacturers have thus responded by releasing EVs that look virtually identical to their polluting friends.

The problem here is that this revolution might not be as salient or visible as it ought to be, reducing awareness and therefore opportunities to change one's mind around adoption.

Enter then the humble number plate - a legal requirement for all cars that is visually consistent, whatever your car's shape, colour or cost...

...Until now.

Rolled out in Dec 2020, a special number plate has been designed that makes salient the EV's environmental prowess. Visible on both the front and the rear of the car, a vivid green stripe acts as a form of status that the owner is ahead of the game, both ethically and practically. The recent petrol shortage here merely compounds this.

But access to these plates is strictly limited, meaning only cars that are fully electric can have them, incentivising an absolute shift away from fossil fuels.

What's interesting here is the power of compounding salience. 1 in 10 cars sold in the UK are now fully-electric, with EV sales rising 87% from 2020 (5.4%) to 2021 (9.5%). As a result, we'll start to see more and more of these little green markers around our cities, towns and villages, regardless of the car's design. And the more we see it, the more 'normal' it is, the more comfortable we feel with it, the less risky buying an EV feels, creating a virtuous cycle.  

Beyond a boost in status and a drop in tax and fuel, these green number plates will eventually allow for more practical benefits too, subject to a council's plans, such as free parking, bus lane use and entry to certain zones of a city.

The UK is not alone in rolling out these plates; they've been successful in China, Canada, Hungary and Norway and evidence is showing that they're helping to drive sales.

This Nugget In The Wild shows us that - on what is otherwise a generic and pretty unsexy part of a car, let's be honest - there's a real power in surfacing a key piece of information something that enables owners to feel a sense of status and exclusivity around environmental change.

These are early days, but here's a great example of where the most subtle of details can have the most profound, long-lasting behavioural change.

What’s a Rich Text element?

The rich text element allows y

ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Hungry for more?

Go Wild with the case studies

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If you can see it, you can feel it

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Zap's the way to view it!

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Conversion

Reframing fees as benefits

How clothing marketplace Vinted neatly reassure and motivate buyers to use their platform.

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Pricing

Tipping in the age of convenience

How Deliveroo uses positive, reciprocal feedback and round pricing to increase generosity.

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Branding

Mooving with the times

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What do you get if you cross a spaceship, a cat, and a set of instructions? A whole lot of unexpected adventure, that's what.

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From Mini-Cheddars to iPhone Mini: The surprise and delight of "Super Substitutes"

Unsuspecting customers of UK Supermarket Tesco are met with a mysterious, expected item in their weekly shop. What's going on?

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Nuggets In The Wild

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Pricing

Using price locks to create reassuring certainty

How supermarket Co-op are highlighting that the cost of your groceries aren't increasing, during a time when everything else appears to be.

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Communication

Making statistics hit hard

By making abstract facts more relatable and personal, we create a powerful opportunity to change perceptions and behaviour. This campaign is a great example.

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Avoiding Danger

Wait, and you shall be rewarded

Money and short-term thinking are a match made in hell, leading to spontaneous decisions that can cause great harm. With their Vault, Coinbase have a solution to this problem, slowing down decision-making with a few extra steps...

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Nugget In The Wild Illustration
Nuggets In The Wild

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Experience

Out of sight, out of mind

Surfacing quantifiable data can be a powerful driver of behaviour, but it can also cause stress, comparison and feelings of inadequacy. Instagram understand this and now offer a way to avoid such discomfort. Just how does it work at a behavioural level?

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Nuggets In The Wild

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Task Completion

To complete the matching pair, helpful feedback you must share

How bed company Button & Sprung use socks (!) to create a strong, playful form of post-sales reciprocity

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Donations

Turning a 'should I?' into a 'which one?'

How Tate Modern makes donations quick, easy and of high value with an expertly-designed digital request box

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Bringing self-expression to 3 billion people

Google's "Material You" design framework enables device personalisation at a depth and scale never seen before.

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Product Development

Power is nothing without (a cute, customised) control

XBox Design Lab lets takes your IKEA Effect to the max by giving you the ability to build your own bespoke gamepad for its new console.

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Environment

Ghent, wee have a problem...

How a historic Belgian city reduced rates of public urination step by step with a creative use of behavioural science...and a lot of yellow spray paint

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Nuggets In The Wild

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Loyalty

Scarcity well done

Offering a positive, brand-enriching experience that's far-removed from conventional misuse, UK-based Honest Burgers show us how to 'do scarcity' well

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Offboarding

Turning a Bye into a Goodbye

‍How streaming service Spotify have navigated the pain of subscription cancellations by offboarding customers with speed, ease and unexpected delight.

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Branding

From receiving the booze to joining in the cheers

In celebrating that moment when our past losses becomes eventual gains, Budweiser's clever self-expression strategy can't help but bring us closer emotionally during times of physical distance...

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Product Development

Your introduction to Nuggets In The Wild

A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world.

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Business Models

Using curiosity to redesign travel and bring out our inner explorer

How Dutch firm srprs.me have artfully navigated that difficult balance between too little information and too much…

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Offsetting painful loss with reassuring certainty

How UK supermarket Tesco provide a little extra information on sold out products to turn the dread of losing out into a reassuring future event we look forward to

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What's Cooking?

New Nugget In The Wild

How Experian's CreditLock creates calm with well-designed control
How Experian's CreditLock creates calm with well-designed control
This week

New Cheat Sheet

New "Overcoming Status Quo" Cheat Sheet
New "Overcoming Status Quo" Cheat Sheet
This week

Improvement

Simplified navigation
Simplified navigation
This week

Improvement

After ten years, just who is behind Coglode?
After ten years, just who is behind Coglode?
This week

Feature

Interactive Defaults Tool released
Interactive Defaults Tool released
This week

Coglode Live

Defaults Live video and deck now available
Defaults Live video and deck now available
This week

Cure

Cancelling Amazon Prime - An interactive, behavioural remedy
Cancelling Amazon Prime - An interactive, behavioural remedy
This week

New Nugget In The Wild

How new browser Arc overcomes Status Quo bias with Boosts and Zaps
How new browser Arc overcomes Status Quo bias with Boosts and Zaps
This week

New Cheat Sheet

New "Overcoming Risk Aversion" Cheat Sheet
New "Overcoming Risk Aversion" Cheat Sheet
This week

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Cheat Sheets redesigned - Includes Checklists
Cheat Sheets redesigned - Includes Checklists
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Coglode Live

Self-Expression Live video and deck now available
Self-Expression Live video and deck now available
This week

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Self-Expression Live event announced
Self-Expression Live event announced
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Feedback Loops video and deck now available
Feedback Loops video and deck now available
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Figma Behavioral Design System released
Figma Behavioral Design System released
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Figma Behavioral Design System sneak-peek
Figma Behavioral Design System sneak-peek
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Feedback Loops Live event announced
Feedback Loops Live event announced
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Prospect Theory video and deck now available
Prospect Theory video and deck now available
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Reframing service fees as benefits
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Cookbook for Teams announced
Cookbook for Teams announced
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Deliveroo's tipping system, behaviourally deconstructed
Deliveroo's tipping system, behaviourally deconstructed
This week

Improvement

Nuggets In The Wild component redesigned and rebuilt
Nuggets In The Wild component redesigned and rebuilt
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Completed core of forthcoming Nuggets Library for Figma
Completed core of forthcoming Nuggets Library for Figma
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Flora case study into overcoming stagnant social proof
Flora case study into overcoming stagnant social proof
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Coglode Live

Open Access Prospect Theory Event added
Open Access Prospect Theory Event added
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Case study that reframes product waste into a playful second life for cats
Case study that reframes product waste into a playful second life for cats
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Improvement

Improved persistent login pane
Improved persistent login pane
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New Pairing

New combo of Nuggets that reinforce the 'best' choice centrally
New combo of Nuggets that reinforce the 'best' choice centrally
This week