Self-Expression

We constantly seek out ways to communicate our identity to others

Brands and their products act as extensions of ourselves, allowing us to express our values, characteristics or emotions to others.

Melumad, He, and Pham (2017). The pleasure of liking (disliking). Journal of Consumer Research.

The study

Setup

274 people were shown 10 t-shirts, split into 4 groups and then asked to rate the shirts on either likeability, casualness, colorfulness or how much it matched with a cap. They were then asked how fun the task was.

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.

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.

Results

Those given the ability to express their like or dislike rated the task as much more fun than the other groups. Simply, we value ways to express how we feel.

np_read_2490885_000000

Melumad, He, and Pham (2017). The pleasure of liking (disliking). Journal of Consumer Research.

Key Takeaways

Personalization pays. Bold, scaleable self-expressive features increase loyalty and sales. Coca-Cola’s #ShareaCoke campaign - switching out the product name for a person’s name - led to a 10% rise in 2014 sales and a 7% spike in Facebook growth. An Australian store sold 400,000 customized jars of Nutella for $10 each, becoming their top seller.

Tie it back to emotions. Though there are successes like Kraft Heinz personalized soup “Get Well Soon ___”, with consumers happy to spend five times more, know that personalization has upper bounds on price and has less impact as it becomes more common.

Like Heinz, the smartest brands will tie personalization to underlying product emotions - care and sympathy in this case. What emotions do you want end consumers to feel? Use personalization to help express these publicly.  

Self-Expression

We constantly seek out ways to communicate our identity to others

Brands and their products act as extensions of ourselves, allowing us to express our values, characteristics or emotions to others.

Melumad, He, and Pham (2017). The pleasure of liking (disliking). Journal of Consumer Research.

The study

Setup

274 people were shown 10 t-shirts, split into 4 groups and then asked to rate the shirts on either likeability, casualness, colorfulness or how much it matched with a cap. They were then asked how fun the task was.

Results

Those given the ability to express their like or dislike rated the task as much more fun than the other groups. Simply, we value ways to express how we feel.

Key Takeaways

Personalization pays. Bold, scaleable self-expressive features increase loyalty and sales. Coca-Cola’s #ShareaCoke campaign - switching out the product name for a person’s name - led to a 10% rise in 2014 sales and a 7% spike in Facebook growth. An Australian store sold 400,000 customized jars of Nutella for $10 each, becoming their top seller.

Tie it back to emotions. Though there are successes like Kraft Heinz personalized soup “Get Well Soon ___”, with consumers happy to spend five times more, know that personalization has upper bounds on price and has less impact as it becomes more common.

Like Heinz, the smartest brands will tie personalization to underlying product emotions - care and sympathy in this case. What emotions do you want end consumers to feel? Use personalization to help express these publicly.  

Self-Expression

We constantly seek out ways to communicate our identity to others

Brands and their products act as extensions of ourselves, allowing us to express our values, characteristics or emotions to others.

The study

Setup

274 people were shown 10 t-shirts, split into 4 groups and then asked to rate the shirts on either likeability, casualness, colorfulness or how much it matched with a cap. They were then asked how fun the task was.

Results

Those given the ability to express their like or dislike rated the task as much more fun than the other groups. Simply, we value ways to express how we feel.

np_read_2490885_000000

In detail

Related "Wilds"

Connected to

Running workshops?

Self-Expression

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