Do you really need to print that?

Do you really need to print that?
Do you really need to print that?

This is not difficult to do, once you know how. Of course, it’s not terribly useful, since a) most people don’t read the display on a printer unless an error occurs, or b) you’re only likely to see it once you’ve already sent something to print.

Is this kind of very, very weak persuasion - actually worthwhile? From a user’s point of view, it’s less intrusive than, say, a dialogue box that asks “Are you sure you want to print that? Think of the environment” every time you try to print something (which would become deeply irritating for many users), but when applied thoughtfully, as (in a different area of paper consumption) in Pete Kazanjy’s These Come From Trees initiative, or even in various e-mail footers* (below), there may actually be some worthwhile influence on user behaviour. It’s not ‘micropersuasion’ in Steve Rubel’s sense, exactly, but there is some commonality.

Please consider the environment

I’m thinking that addressing the choices users make when they decide to print (or not print) a document or email could be an interesting specific example to investigate as part of my research, once I get to the stage of user trials. How effective are the different strategies in actually reducing paper/energy/toner/fuser/ink consumption and waste generation? Would better use of ‘Printer-friendly’ style sheets for webpages save a lot of unnecessary reprints due to cut-off words and broken layouts? Should, say, two pages per sheet become the default when a dicument goes above a certain number of pages? Should users be warned if widows (not so much orphans) are going to increase the number of sheets needed, or should the leading be automatically adjusted (by default) to prevent this? What happens if we make it easier to avoid printing banner ads and other junk? What happens if we make the paper tray smaller so the user is reminded of just how much paper he/she is getting through? What happens if we include a display showing the cost (financially) of the toner/ink, paper and electricity so far each day, or for each user? What happens if we ration paper for each user and allow him or her to ‘trade’ with other users? What happens if we give users a ‘reward’ for reaching targets of reducing printer usage, month-on-month? And so on. (The HP MOPy Fish - cited in B J Fogg’s Persuasive Technology - is an example of the opposite intention: a system designed to encourage users to print more, by rewarding them.)

Printing is an interesting area, since it allows the possibility of testing out both software and hardware tactics for causing behaviour change, which I’m keen to do.

The future of academic exposure?

Too many papers
A lot of research is published each year.

Now that I’m a student again, I’ve got access (via Athens) to a vastly increased amount of academic journals, papers and so on. Far more than I could have done ‘legitimately’ without that Athens login, aside from travelling from library to library to library. And while it’s good for me to have that login, right at this moment, the necessity for such a login is hardly good for society as a whole. As an independent researcher, I simply could not keep on top of my subject properly.

I think it’s fairly clear that open access is the way to go, and certainly where research has enjoyed any degree of public funding there should be no case otherwise. But even where research is freely or easily available, its impact, as a result of limited exposure, is often also very limited or nonexistent, even within academia.

This is surely an omnipresent worry/headache/frustration for many researchers, and the issue was brought home to me the other day. I was reading a (fairly academic) book, published in the UK in 2005, written by a design professor at a university about 50 miles from here, and found a comment, within a discussion of a particular issue, along the lines of “no research has been done on the issue of to what extent A relates to B in the field of C, but it is safe to assume D” and yet, in front of me on the desk, was a PhD thesis completed in 2003, at my university, addressing not only the exact issue specified, but also showing D to be incorrect. Now, a paper was written based on this thesis, and published in an engineering journal, and also presented at a conference, but it clearly escaped the notice of the author of the book.

Now, of course, this probably happens a thousand times a day in academia. It’s not an especially interesting example, and there may be many possible explanations, the book maybe having taken a long period to go from being researched to publication being somewhat likely. But assuming it didn’t, and assuming the book’s author, despite being, by all accounts, an ‘expert’ in his field, really was unaware of research going on not too far away, then there is a failure of communication. (In this case, there might also be the often self-imposed disconnect between the ‘design’ community, and the ‘engineering’ community: the assumption that research done in a different field is irrelevant or likely not to be understandable. That, perhaps, is another problem again.)

This type of communication failure is not necessarily entirely the fault of either side, but it is a problem, across all fields of knowledge and endeavour. So what’s the answer?

I don’t know, from that kind of distance, but closer up, I have a hunch that broad subject blog families, such as Scienceblogs, ‘research digest’ blogs such as the British Psychological Society’s, and individual blogs with a fairly wide scope, such as Mind Hacks (these latter two both examples from the same field) are going to become increasingly important mechanisms for disseminating research advances to both an academic and a wider audience. Whether the actual awareness of a particular new piece of research comes directly by a researcher reading the site, or by a colleague or friend-of-a-friend referring the researcher, the path from ignorance to awareness is (potentially) shorter and easier than before. It’s (potentially) less likely that anyone reasonably well-informed about a field will not have had an opportunity to learn about other research in the field, at least that which is either newly published or which somehow comes to the attention of the bloggers (so the bloggers’ filtering and discriminatory abilities are very important, in this sense).

Something I’m planning to do, on this blog, from now on, is to review useful or interesting academic papers or journal articles (or books, of course) I come across, from a variety of academic areas, which are relevant to the field of architectures of control, and design for behaviour change in general - shot through the lens of my PhD research focus, extracting pertinent arguments, quotes, following up references, and so on. I hope, in some small way, this will also bring particular areas of research to the attention of researchers from other disciplines, in the same way (for example) that Lawrence Lessig’s “code is law” concept made me think more about constraints and behaviour-shaping in product design in the first place.

From a practical point of view, this approach also seems like it might be a very useful way to document the process of getting to grips with the literature on a subject - helping immensely when it comes to putting together my actual literature review for the PhD - and allowing input (commentary, recommendations, suggestions) from a very diverse set of readers worldwide, in a way which the traditional ivory tower or even open-plan research office doesn’t, or can’t, at least during this stage of the research. While I’m sure there are plenty of other people who’ve had a similar idea (any links would be very interesting: I love seeing how other people structure their research), this approach seems quite excitingly fresh to me, imbuing the literature review process with a vibrancy and immediacy that simply wouldn’t have been as easy to do in the past.

Mentor Teaching Machines: The ‘Choose Your Own Adventure’ Textbooks

Mentor Textbook Teaching Machines: Applications of SI Metric, 1971Mentor Textbook Teaching Machines: Applications of SI Metric, 1971
An Introduction to SI Metric and Applications of SI Metric, published by Mentor Textbook Teaching Machines of London, 1971.

Back in January, in a post looking at the use of forcing functions in education, I mentioned a type of textbook I remembered having somewhere which guided the user through learning in a kind of ‘choose your own adventure‘ style - depending on the answers the reader gave, he or she is routed through the book in a different order, with areas of weakness addressed in more detail to ensure better understanding before allowing the reader to progress to the next level.

At the time of the original post I mocked up how I remembered the pages looked - luckily, after a house move, I’m pleased to say I’ve now found the two textbooks I had, from 1971, and - after the jump - I’ve posted a set of photos to illustrate the system better. I love the way they’re described as textbook teaching machines (following B F Skinner’s lead [PDF]): this really is the application of machine design, or at least pseudo-programming, to a textbook, and, while I don’t know how effective the system really was in terms of advancing readers’ understanding, this type of thinking must have the potential to be relevant in other areas of interaction design…

Continue reading ‘Mentor Teaching Machines: The ‘Choose Your Own Adventure’ Textbooks’

Detailing and retailing

HMS Furious
The dazzle painting of HMS Furious, c. 1918. Image from A Gallery of Dazzle-Painted Ships

A couple of weeks ago we looked at casino carpet design - a field where busy, garish graphic design is deliberately employed to repel viewers, and direct their attention somewhere else. Ben Hyde commented that deliberately unattractive “background music, lighting, seating, and color schemes in large malls” may be used to drive shoppers into the quieter surroundings of the actual stores, which certainly rings true in some cases I can think of.

On another level, though, A comment by Kenshi drew my attention to the dazzle camouflage used in the First World War, which is quite startling, in a brilliantly bold way. Roy R Behrens‘ book, False Colors: Art, Design and Modern Camouflage, from the website of which I’ve borrowed these images, looks extremely interesting, and I will certainly be ordering a copy when I have the budget.

Developed in Britain by Norman Wilkinson and in the US by Everett Warner and Frederic Waugh, the dazzle techniques were intended to make “a single thing appear to be a hodgepodge of unrelated components,” as Behrens puts it in this fascinating article. The aim was that such visual disruption would cause confusion and make it difficult for the enemy to identify what kind of ship - and what size - it was from a distance, with the use of ‘reversed perspective’ in the patterning a part of this. The ship’s course - and angle to the viewer - would also be problematic to identify, with colouring including bright whites, blues and sea-green alongside black, darker blue and grey selectively helping parts of the ship to blend into the seascape, and other parts very much stand out.

Breaking the enemy’s ability to distinguish elements of the ship properly, and generally to cause distraction and make it difficult to concentrate on observation for protracted periods, were all part of this plan; painting ships with different dazzle patterning on each side made identification even harder.

Despite being likened to Cubism disdainfully by some contemporary journalists, the processes used for designing the camouflage were developed both analytically and empirically, and extensively tested before being applied to the real vessels. Nevertheless, there are certainly elements in common between dazzle techniques and parts of Picasso’s and others’ work; Behrens has written further on the interactions between Cubism, Gestalt theory and camouflage (both in nature and man-made).

From A Gallery of Dazzle-Painted ShipsFrom A Gallery of Dazzle-Painted Ships
Left: The Mauritania in dazzle paint camouflage. Right: Those blue and white stripes are familiar to UK shoppers today. Images from A Gallery of Dazzle-Painted Ships

Intriguingly, the right-hand image above, with the bold blue and white stripes, has something in common with an everyday livery familiar to tens of millions of British shoppers: the iconic Tesco Value branding (below), at least in its original form. I’m not suggesting an actual link, but as we will see, there is something in common in the intentions behind these disparate methods of influencing viewer behaviour.

Image from Plap man
Tesco Value Beans. Image from Plap man on Flickr.

The same Tim Harford article quoted in my recent post about defaults suggests that the “infamously ugly” Tesco Value packaging is intended as a tool to facilitate price discrimination:

The difficulty is that if some of your products are cheap, you may lose money from customers who would willingly have paid more. So, businesses try to discourage their more lavish customers from trading down by making their cheap products look or sound unattractive, or, in the case of Starbucks, making the cheap product invisible. The British supermarket Tesco has a “value” line of products with infamously ugly packaging, not because good designers are unavailable but because the supermarket wants to scare away customers [from the Value products] who would willingly spend more [on other brands, or Tesco's 'normal' private label products].

Whereas the dazzle camouflage was intended to confuse and disconcert the viewer, the thinking behind the Tesco Value graphics (I would love to know who designed the original style) thus appears to be to disconcert or repel certain viewers (customers) so that they pick a higher-priced alternative (usually on the shelf just above the Value items - Tesco’s planograms have thinking behind them), while allowing immediate segmentation - those customers looking for the cheapest products possible find the Value products easily.

There can’t be many retail situations where pretty much the same products can be sold successfully at two different prices on the same shelving unit just because of differing packaging graphics, but it seems to work for Tesco, in the process creating a significant meme.

Image from B3ta threadImage from Boakes
Left: a ‘Tesco Value’ tattoo, from this B3ta thread There have been many others. Right: Rich Boakes’ ‘Tesco Value’ greetings cards have been widely imitated, and could even have inspired this effort from Asda.

Updates to the Tesco Value branding in recent years have reduced the intensity of the blue stripes and brought the style closer to other supermarkets’ ‘value’ brands, which all tend to be similarly sparse (e.g. Sainsbury’s Basics, below), but the Tesco style is still the most distinctive.

Adequate biscuits

Normalising paranoia


This is brilliant. Chloë Coulson, Erland Banggren and Ben Williams, three Ravensbourne graduates, have put together a project looking at the “culture of fear”, the media’s use of this, and how it affects our everyday state of mind.

The outcome is a catalogue, WellBeings™ [PDF link] accompanying a specially printed newspaper, The Messenger, designed to be used with special rose-tinted spectacles - simple, yet very clever:

Feeling brave? Read the paper as usual. Feeling fragile? Put on the rose-tinted spectacles to block out the bad news stories which are printed in the same hue as the lenses so it becomes invisible.

The products in the catalogue cater for people made increasingly paranoid by aspects of modern society, by ‘normalising’ paranoia - ranging from H-ear-Phones which allow you to hear what others are saying about you, to Rear-View Mirror spectacles to allow you to keep an eye on who might be following you. As Chloë puts it:

The whole project is about questioning attitudes - should we live in fear - are we safer that way, or should we live for now and not worry about what could happen.

There are also a couple of products in there which are actually defensive weapons - a pepper spray disguised as a perfume atomiser, and house-key-cum-knuckleduster, and these seem to go beyond mere paranoia. All of these products are very plausible, and indeed, some of them are probably commercially viable. Whilst none of these is an architecture of control as such, I felt that they deserved inclusion here - pertinent to the sousveillance discussion, and also the idea of users turning products against instrusive aspects of society, from relatively simple items such as the Knee Defender (prevent the person in front of you on an aircraft reclining his or her seat) to Limor Fried’s Design Noir work on using electronic devices to create social defence mechanisms.

Equally - while perhaps not the focus of the project - the rose-tinted spectacles idea parallels closely the phenomenon of increasing self-selection of the news we expose ourselves to, as the internet and hundreds of TV channels allow segmentation like never before. The idea of a newspaper bringing readers only ‘good’ news has been tried a number of times (a recent example one-off) and has inspired some interesting pieces, but modern media permits many more coloured filters than simply rose-tinting. Clearly, to a large extent, deliberate use of this segmentation can permit intentional reinforcement, entrenchment, even inspiration of certain views and behaviours. Self-selected exposure to propaganda is a curious phenomenon, but one with enormous power.