Cafe: East vs. West

People often go to cafe not for coffee but for work. According to Mehta, Zhu, and Cheema (2012), an appropriate ambient noise (e.g., cafe noise) enhances work performance. Their five studies showed that people performed creative tasks better when surrounded by the moderate ambient noise (70db) than the low one (50db) or the high one…

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Behavioral Economics for Design

“Behavioral Economics for Design,” Presented at the Young Members Event, International Conference of Engineering Design 2013, Seoul: Korea, Aug 19-22, 2013. Designers will benefit from BDT (Behavioral Decision Theory) or Behavioral Economics in two ways. First, they could improve the effectiveness of their design outcomes by finding users’ psychological errors and then creating designerly solutions. Secondly,…

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Participation for immersive experience

When people visit a historical place, they wonder what happened long time ago. They sometimes enjoy watching an exhibition such as changing royal guards in Seoul (above). In the historic place at the Colonial Williamsburg in Virginia, however, young visitors go beyond watching an event; they march in the parade with soldiers. This immersive experience…

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Printed vs. Online newspaper: Humor

Imagine that you are looking for tenants. Typically, you go to the websites of flea markets (e.g., Craiglist or Kijiji) or newspaper. You rarely pick up and open the classified section of the printed newspaper. However, I recently met a funny ad in the classified section of the printed Washington Post and, thanks to it,…

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Unexpected color for taste perception

Color determines food judgment. According to Hoegg and Alba (2007), for instance, the brightness of an orange juice affects people’s taste discrimination more strongly than its brand name (e.g., Tropicana or Winn-Dixie) or its price information. Food judgment is probably influenced by the hue and saturation of the food as well. Recently, I find some stores…

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