Chinese people need more than a drinking fountain

We know that westerners and easterners think differently. Markus and Kitayama (1991) argue that different cultural thoughts come from different self concepts. Roughly speaking, a US citizen has an independent concept whereas a Japanese citizen has a dependent one. Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and…

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Street sign for kids

I have never met any street sign which encourages someone to DO something. Instead, most street signs ask someone NOT to do something. For instance, they ask pedestrians not to run fast or they ask drivers not to drive fast. However, at a school in Hong Kong, I finally met a different street sign designed…

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Commercial renewal project: Twix 2018

We decide to renew the Twix advertisement aired in 2012. This old advertisement, in fact, successfully emphasized the unique characteristics of the chocolate bar; the ingredients (biscuits and caramel) were visually demonstrated by the manufacturing process. However, this advertisement lacked “targeting,” which raises a problem because many children and youngsters consume chocolate bars actively. Further,…

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Commercial renewal project: Uniqlo Ezy Ankle Pants

    Uniqlo represents SPA brands and its reasonable price attracts customers. Recently, it launched new pants called EZY ankle pants. Uniqlo promoted it on air but seemed to fail to attract attention compare to its other best selling products such as AIRISM and HEATTECT. We decided to renew the commercial of the EZY ankle pants…

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How do foreigners form an impression about a country?

In Berlin, Germany, I met a vending machine in a steel cage. Covering the machine with a cage surprised me because it was inside one of downtown subway stations. My friend told me the machine could be damaged at night by drunken people. I formed an impression that Germany was unsafe; juvenile vandalism, an action involving deliberate…

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What makes Copenhagen the most bike-friendly city in the planet?

Many cities aim to be bike-friendly but only few succeed. Wired ranked Copenhagen as the most bike-friendly city in 2015 and in 2017. Interestingly, an article in the same magazine estimated the cost to have a bike-friendly city. … a fully-realized protected bike lane costs about $445,000 per mile, according to the San Francisco Bicycle Coalition. (Infrastructure costs vary widely…

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Design Thinking vs. Behavioral Economics

Crate and Barrel sells various cookware. Most products in this store are grouped into product categories. However, some are grouped into why we need them. The two “ad hoc categories” are [7 Essentials for Every Kitchen] and [Everything You Never Knew You Needed].     Ad hoc categories, coined by Barsalou, motivate impulse buying. I bought some…

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Do we enjoy brunch more if we combine foods to create it?

In cafes in Copenhagen, Denmark, customers are often asked to create their own meals by combining foods. I succeeded in this creative task in one cafe but did not in the other. Two cafes have slightly different menus.     I enjoyed the meal in the Mad & Kaffes (Food & Coffee). Foods were divided into six categories…

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Why do people exit the bus at the front door?

At Quora, someone asked “Why do people exit the bus at the front door even when it’s not crowded?” It received seven answers.     Habit. If a bus has two doors it is actually more efficient for passengers to exit by the back door as any new passengers enter through the front door. However, most…

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An upgraded choice architecture and an effective intervention to promote environmentally friendly behavior

Banff Aspen Lodge has an interesting environmental incentive program. If guests stay two or more nights and prefer no housekeeping service in this hotel, it offers a choice of options for the guest’s consideration:   Option 1: The hotel will make a donation of $4 on behalf of guests to the Banff Community Foundation, which supports environmental initiatives…

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How does positioning map help consumers?

Fairmont Chateau Lake Louise is a hotel in Alberta, Canada. Surrounded by mountain peaks and an emerald lake in the Banff National Park, this hotel has a pub for the outdoor enthusiasts coming from all over the world. At the pub, the menu was carefully designed for foreigners by mapping local drinks in two dimensions:…

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A surprising ride at Legoland

Lighthouse is a ride in Legoland Billund, Denmark. It looks like a small-sized drop tower exclusively designed for kids or even toddlers. I expected young riders would experience free-fall initially, followed by modest deceleration.     Surprisingly, it is not a drop tower. Instead, riders need to pull the rope until they hit the top. Legoland website explains it. Children…

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