Comfort
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?

If we go further than just cute cat videos, in Instagram we find a remarkable app for self-expression where we can publicise what we like, what we are, our values and our emotions. However, the side effect of this is that it also promotes a menacing comparison between popular users and ourselves.

You don’t need to scour the dust of the academic journals to find links between mental health and social media; you just need to reflect on your own experience. For instance, I’m sure you’ve seen posts with thousands of likes… yet you get far fewer likes than you expect when you post something yourself. As you may already know from Feedback Loops, we look for information that clarifies our actions. Still, this insight stops being helpful when the feedback has a detrimental effect on our mental health.

To ease this comparison pressure and feedback slavery, Instagram released a feature allowing users to remove the likes count on the posts. Users can now only see the username that has liked the post and “others”, instead of a number.


Don’t want to see perfect honeymoon posts from your old high school sweetheart going viral? Now you don’t have to! By hiding the number of likes, you’re following the old adage of ‘what you don’t see doesn’t hurt you’.

You might recognise this as the Salience Nugget, but it’s somewhat different from the classic use: typically, we would use Salience to highlight what we want the user to see. Salience arises from the contrast between what you highlight versus its surroundings. But hiding something to make it fall into oblivion can also be an elegant use of this bias. By shrouding the number of views, Instagram casts aside the counter that may cause uneasiness in some users, thus alleviating the discomfort of social comparison.

It’s behaviourally-significant to mention that this isn’t on by default. Instead, you can choose whether you want to hide the number of views giving you autonomy and an extra level of control. However, we can question if this is such a beneficial feature that can improve the mental health of its users, why isn’t it on by default?

This Nugget In The Wild may indeed be an excellent example of Salience, Feedback Loops and Autonomy combined for a positive emotional outcome. But there’s a drawback. Though Instagram has created a feature to reduce comparison pressure, it’s also hidden inside a maze of menus, making it harder to access than you’d like. We need to acknowledge the irony that Instagram hid a valuable and good feature that hides something possibly harmful. It makes you wonder if implementing this option is a genuine attempt to give Instagram users autonomy and control over their feed.

Comfort
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?

If we go further than just cute cat videos, in Instagram we find a remarkable app for self-expression where we can publicise what we like, what we are, our values and our emotions. However, the side effect of this is that it also promotes a menacing comparison between popular users and ourselves.

You don’t need to scour the dust of the academic journals to find links between mental health and social media; you just need to reflect on your own experience. For instance, I’m sure you’ve seen posts with thousands of likes… yet you get far fewer likes than you expect when you post something yourself. As you may already know from Feedback Loops, we look for information that clarifies our actions. Still, this insight stops being helpful when the feedback has a detrimental effect on our mental health.

To ease this comparison pressure and feedback slavery, Instagram released a feature allowing users to remove the likes count on the posts. Users can now only see the username that has liked the post and “others”, instead of a number.


Don’t want to see perfect honeymoon posts from your old high school sweetheart going viral? Now you don’t have to! By hiding the number of likes, you’re following the old adage of ‘what you don’t see doesn’t hurt you’.

You might recognise this as the Salience Nugget, but it’s somewhat different from the classic use: typically, we would use Salience to highlight what we want the user to see. Salience arises from the contrast between what you highlight versus its surroundings. But hiding something to make it fall into oblivion can also be an elegant use of this bias. By shrouding the number of views, Instagram casts aside the counter that may cause uneasiness in some users, thus alleviating the discomfort of social comparison.

It’s behaviourally-significant to mention that this isn’t on by default. Instead, you can choose whether you want to hide the number of views giving you autonomy and an extra level of control. However, we can question if this is such a beneficial feature that can improve the mental health of its users, why isn’t it on by default?

This Nugget In The Wild may indeed be an excellent example of Salience, Feedback Loops and Autonomy combined for a positive emotional outcome. But there’s a drawback. Though Instagram has created a feature to reduce comparison pressure, it’s also hidden inside a maze of menus, making it harder to access than you’d like. We need to acknowledge the irony that Instagram hid a valuable and good feature that hides something possibly harmful. It makes you wonder if implementing this option is a genuine attempt to give Instagram users autonomy and control over their feed.

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.

Comfort
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?

If we go further than just cute cat videos, in Instagram we find a remarkable app for self-expression where we can publicise what we like, what we are, our values and our emotions. However, the side effect of this is that it also promotes a menacing comparison between popular users and ourselves.

You don’t need to scour the dust of the academic journals to find links between mental health and social media; you just need to reflect on your own experience. For instance, I’m sure you’ve seen posts with thousands of likes… yet you get far fewer likes than you expect when you post something yourself. As you may already know from Feedback Loops, we look for information that clarifies our actions. Still, this insight stops being helpful when the feedback has a detrimental effect on our mental health.

To ease this comparison pressure and feedback slavery, Instagram released a feature allowing users to remove the likes count on the posts. Users can now only see the username that has liked the post and “others”, instead of a number.


Don’t want to see perfect honeymoon posts from your old high school sweetheart going viral? Now you don’t have to! By hiding the number of likes, you’re following the old adage of ‘what you don’t see doesn’t hurt you’.

You might recognise this as the Salience Nugget, but it’s somewhat different from the classic use: typically, we would use Salience to highlight what we want the user to see. Salience arises from the contrast between what you highlight versus its surroundings. But hiding something to make it fall into oblivion can also be an elegant use of this bias. By shrouding the number of views, Instagram casts aside the counter that may cause uneasiness in some users, thus alleviating the discomfort of social comparison.

It’s behaviourally-significant to mention that this isn’t on by default. Instead, you can choose whether you want to hide the number of views giving you autonomy and an extra level of control. However, we can question if this is such a beneficial feature that can improve the mental health of its users, why isn’t it on by default?

This Nugget In The Wild may indeed be an excellent example of Salience, Feedback Loops and Autonomy combined for a positive emotional outcome. But there’s a drawback. Though Instagram has created a feature to reduce comparison pressure, it’s also hidden inside a maze of menus, making it harder to access than you’d like. We need to acknowledge the irony that Instagram hid a valuable and good feature that hides something possibly harmful. It makes you wonder if implementing this option is a genuine attempt to give Instagram users autonomy and control over their feed.

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

Other "Wilds"

Nuggets In The Wild

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Product Development

Zap's the way to view it!

How new web browser Arc lets you "create your own internet" with its Boosts feature

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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

How Flora’s marketing campaign cleverly prompts individuals to reject conformity by opting for a new, unherd-of butter.

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Experience

Extra-purrestrial exploration

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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Loyalty

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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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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Nugget In The Wild Illustration
Nuggets In The Wild

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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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Nugget In The Wild Illustration
Nuggets In The Wild

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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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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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Nugget In The Wild Illustration
Nuggets In The Wild

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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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Nugget In The Wild Illustration
Nuggets In The Wild

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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

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Nugget In The Wild Illustration
Nuggets In The Wild

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Product Development

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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Nuggets In The Wild

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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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Nugget In The Wild Illustration
Nuggets In The Wild

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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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Nugget In The Wild Illustration
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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Nuggets In The Wild

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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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Nugget In The Wild Illustration
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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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Experience

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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Nugget In The Wild Illustration

What's Cooking?

Improvement

After ten years, just who is behind Coglode?
After ten years, just who is behind Coglode?
This week
Feb 2024

Feature

Interactive Defaults Tool released
Interactive Defaults Tool released
This week
Jan 2024

Coglode Live

Defaults Live video and deck now available
Defaults Live video and deck now available
This week
Jan 2024

Cure

Cancelling Amazon Prime - An interactive, behavioural remedy
Cancelling Amazon Prime - An interactive, behavioural remedy
This week
Aug 2023

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
Jul 2023

New Cheat Sheet

New "Overcoming Risk Aversion" Cheat Sheet
New "Overcoming Risk Aversion" Cheat Sheet
This week
Jul 2023

Feature

Cheat Sheets redesigned - Includes Checklists
Cheat Sheets redesigned - Includes Checklists
This week
Jun 2023

Coglode Live

Self-Expression Live video and deck now available
Self-Expression Live video and deck now available
This week
May 2023

Coglode Live

Self-Expression Live event announced
Self-Expression Live event announced
This week
Apr 2023

Coglode Live

Feedback Loops video and deck now available
Feedback Loops video and deck now available
This week
Apr 2023

Feature

Figma Behavioral Design System released
Figma Behavioral Design System released
This week
Apr 2023

Feature

Figma Behavioral Design System sneak-peek
Figma Behavioral Design System sneak-peek
This week
Apr 2023

Coglode Live

Feedback Loops Live event announced
Feedback Loops Live event announced
This week
Mar 2023

Coglode Live

Prospect Theory video and deck now available
Prospect Theory video and deck now available
This week
Mar 2023

New Nugget In The Wild

Reframing service fees as benefits
Reframing service fees as benefits
This week
Mar 2023

Feature

Cookbook for Teams announced
Cookbook for Teams announced
This week
Mar 2023

New Nugget In The Wild

Deliveroo's tipping system, behaviourally deconstructed
Deliveroo's tipping system, behaviourally deconstructed
This week
Feb 2023

Improvement

Nuggets In The Wild component redesigned and rebuilt
Nuggets In The Wild component redesigned and rebuilt
This week
Feb 2023

Feature

Completed core of forthcoming Nuggets Library for Figma
Completed core of forthcoming Nuggets Library for Figma
This week
Feb 2023

New Nugget In The Wild

Flora case study into overcoming stagnant social proof
Flora case study into overcoming stagnant social proof
This week
Feb 2023

Coglode Live

Open Access Prospect Theory Event added
Open Access Prospect Theory Event added
This week
Feb 2023

New Nugget In The Wild

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
This week
Feb 2023

Improvement

Improved persistent login pane
Improved persistent login pane
This week
Feb 2023

New Pairing

New combo of Nuggets that reinforce the 'best' choice centrally
New combo of Nuggets that reinforce the 'best' choice centrally
This week
Feb 2023