Product-Person Bias

We look for and value human connections in our products

Be it a human-like shape, empathic vocal feedback or humorous tone of voice in the manual: products with a positive human touch are always preferred.

Landwehr, McGill & Herrmann (2011). It's got the look: The effect of friendly and aggressive “facial” expressions on product liking and sales. Journal of Marketing.

The study

Setup

146 people were asked to view one of four cell phones that had buttons made to look like a smile or a frown with either upturned or downturned eyes. They were then asked to rate how much they liked that particular phone.

What’s a Rich Text element?

The rich text element allows you 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.

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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

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Results

Those who saw a friendly face liked their phone far more than those who saw a sad, negative face.

np_read_2490885_000000

In detail

Key Takeaways

Make it human.

Doing so will speed up familiarity with abstract or complex products (Hart, 2013), or for new or lonely customers (Hart & Royne, 2017).

Where can you add warm humanness to your product?

Go all in.

In 2009, price comparison site Comparethemarket changed its fortunes overnight by introducing Aleksandr, a talking Russian meerkat. With his own language, highly active social media presence, soap opera, merchandise and even a pseudo-autobiography, he’s one of the most talked about ad campaigns in recent UK history.

Unboxing as ‘birth’.

Consider Flymo's Robotic Lawnmower. Many owner reviews on Amazon gave their 'new family member' a name, but Flymo could build this smoothly into the unboxing experience. How can you design for a subtle human bond at first sight? Doing so may create a stronger Ownership Bias and may lead consumers to take greater care of their product, along with being more tolerant of any of its characterful 'shortcomings'.

Product-Person Bias

We look for and value human connections in our products

Be it a human-like shape, empathic vocal feedback or humorous tone of voice in the manual: products with a positive human touch are always preferred.

Landwehr, McGill & Herrmann (2011). It's got the look: The effect of friendly and aggressive “facial” expressions on product liking and sales. Journal of Marketing.

The study

Setup

146 people were asked to view one of four cell phones that had buttons made to look like a smile or a frown with either upturned or downturned eyes. They were then asked to rate how much they liked that particular phone.

Results

Those who saw a friendly face liked their phone far more than those who saw a sad, negative face.

Key Takeaways

Make it human.

Doing so will speed up familiarity with abstract or complex products (Hart, 2013), or for new or lonely customers (Hart & Royne, 2017).

Where can you add warm humanness to your product?

Go all in.

In 2009, price comparison site Comparethemarket changed its fortunes overnight by introducing Aleksandr, a talking Russian meerkat. With his own language, highly active social media presence, soap opera, merchandise and even a pseudo-autobiography, he’s one of the most talked about ad campaigns in recent UK history.

Unboxing as ‘birth’.

Consider Flymo's Robotic Lawnmower. Many owner reviews on Amazon gave their 'new family member' a name, but Flymo could build this smoothly into the unboxing experience. How can you design for a subtle human bond at first sight? Doing so may create a stronger Ownership Bias and may lead consumers to take greater care of their product, along with being more tolerant of any of its characterful 'shortcomings'.

Product-Person Bias

We look for and value human connections in our products

Be it a human-like shape, empathic vocal feedback or humorous tone of voice in the manual: products with a positive human touch are always preferred.

The study

Setup

146 people were asked to view one of four cell phones that had buttons made to look like a smile or a frown with either upturned or downturned eyes. They were then asked to rate how much they liked that particular phone.

Results

Those who saw a friendly face liked their phone far more than those who saw a sad, negative face.

np_read_2490885_000000

In detail

Pairings

Suggest a pairing

Connected to

Running workshops?

Product-Person Bias

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Box Two