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.

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In detail

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

Pairings

Experience

Provide opportunities to add the giver into the gift

Gifts are such personal gestures, but they could bring us even closer, by allowing the giver to express themselves more and become a larger part of the gift itself.

Currently, when we send gifts, we can sometimes create a personal note, but beyond that, there is little we can do.

High quality product companies should allow the giver more creative control of the gift, allowing them to choose from a variety of packaging options, scents, colours or custom-printed features that allow the giver to be better-represented within the gift, making them truly unique each time.

Digital product companies needn't lose out - offering the ability to let gift-givers record surprise audio or video messages that are unlocked by the receiver when they click the button in the email.

Gifts should celebrate the bond between two people, so we should design experiences that unlock and explore this natural yet powerful desire to connect, physically or digitally.

Branding

Make product names emotionally relatable

Concise, short descriptions of product options help us to identify which is right for us. However, brands could go further and use these names to put a name to our own needs and desires.

For instance, food delivery service, instead of simply calling the product a "Mango, Lime and walnut salad", could put it within a set of options called "Energisers", emphasising a clear emotional outcome for the choice.  

Similarly, a tea subscription service, instead of just giving 3x flavour notes of that choice, could bracket it within "Adventurous" or "Calming". A nice side effect of this is that it can act as a further filter, reducing choice overload.

How might you simply communicate your product options to surface customers own unrealised individuality?

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