Boxes & Lines

Making Friends In New Places



Value of Semiotics in Research

Brand Innovation: Igniting Creativity with Semiotics

Nudge by Thaler & Sunstein

The premise

Options are constant i.e. that the food menu does not change

Does the way that the food is displayed and arranged influence the choices kids make?


(use in supermarkets how things are arranged in supermarkets)


Basically SMALL CHANGE IN CONTEXT -> how options are presented to people influence the choices they make (outcomes) could be negative or positive influence


Choice Architect: a person in charge of organizing/ presenting the context in which people make decisions (anyone who presents options)

There is no such thing as a ‘neutral’ design.

-there always exists a context and therefore you are always influencing

e.g. an architect decides where certain rooms within a building are located and this inevitably affects how people who use the building interact



…which can be both paralyzing and empowering.

As such there is always a trade-off which means that you can never present a perfect context/build a perfect building. Something must give. But you can design choices that have beneficial effects. You can NUDGE.


Is it your prerogative to nudge people to make ‘better’ choices?


Libertarian paternalism

Overarching libertarianism- in general people should be free to do what they like- i.e. they can opt out of undesirable arrangements if they want to.

i.e. the options are liberty-preserving.

Paternalism- choice architects or those presenting the choices should self-consciously try to influence people’s behavior in order to make their lives longer, healthier and better.

Libertarian paternalism: tries to influence choices in a way that will make choosers better off as judged by themselves.


People make bad choices which they would otherwise not have made if they had paid full attention and possessed complete information, unlimited cognitive abilities and complete self-control.


A nudge is any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding any options or significantly changing their economic incentives.


To count as a nudge, the intervention must be cheap and easy to avoid.

People are people, and they are flawed. They are often do not make decisions which are of the best interest for themselves, even if theoretically they could.

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