Posts Tagged ‘gifting’

Consider this: Why is hotel linen always white (or thereabouts)? What is the one feature that both the PC and the Mac borrowed from elsewhere, and will stay with both forever? In cars, what is the colour for indicators and what is it for brake lights?

In making many purchase decisions, we are forced by the constraints of external circumstances. These external forces can be either or both, societal or economic. Planning a product that defies this is the surest recipe for disaster as a marketer or product designer. These external forces define “Superego-satisfiers”.

So, the PC and the Mac had to borrow from the typewriter keyboard – it would be unthinkable to try to reinvent it! Ditto for car indicators and brake lamps. Hotel linen has to be white (and even these whites are separated in the laundry, depending on the nuances) – it tells customers, at a glance, that the sheets are clean, and also because white is the only colour that fades into itself.

We tend to refer to the former as institutional purchases, but in fact these are decisions that have to be made keeping in mind other people – hence, the Superego. Here the mindset shifts from the Id’s “I, me, myself” to issues related to others, and the role the product has to play for another, bigger function (often economic needs).

This mindset is also seen when a parent is buying shoes for a child. Here the parent is driven less by the child’s fancies, but more by the practical aspects of the purchase: What kind of use will they be subject to? How long will they last? How soon before they are outgrown? How easy are they to put on, by the child himself? Hence, the Superego can be found even if it be a case of gifting. We saw that chocolates are impulse purchases, but what happens when you need to carry a box of these on your first visit to your potential in-laws?

This is classic Superego thinking, and in referring to such purchases as “Superego-satisfiers” we are able to capture more accurately the mindset of the buyer at the time of purchase, and even design products accordingly.

In sum: Think rules of the road and maritime conventions, long-term financial investments, weights and measures (US or Imperial gallons; or the mks system?). Think education, reverse engineered vehicles (tractors without shock-absorbers or differentials, trucks with steering wheels that force the driver to be attentive), aircraft cock-pits (all manufacturers retain similarities between one model and the next, to make it easier for pilots to upgrade – within the brand, of course!) and more.

And ask yourself, what changes could you make to your product so it meets the needs of the Superego, assuming, of course, that it is not an Id satisfier? But then again, could your Id-satisfier also have Superego applications?


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