Nudge: dine with joy
Angela Lee (C), Joseph Zhang (C), and Yoshi Torralva (C) / Dining service that encourages social, in-person dining
Tactics: behavior change, social proof, plain folk, emotional engagement, visual persuasion
Overview
As social media algorithms push recommendations based on who you know and what you like, social circles and, as a result people’s perspectives, have become more siloed. In order to broaden people’s relationships and minds, we are proposing a dining service that offers in-person dining experiences at discount prices with the condition that you will be dining with 2-4 strangers.
As communication designers, we relied on visual persuasion through color, typeface, and layout to create a lively, inviting mood. Studies have shown that people associate food with the colors red and yellow, so we opted for a warm color palette, paired with rounded type to evoke a friendly personality.
Social Media Campaign
We designed a digital campaign of posts and physical merchandise to launch this new service. These posts will be spread via Facebook and Instagram’s business advertisement and catered towards young adults in busy metropolitan areas. In our social media campaign, we relied heavily on the persuasive tactic of social proof by creating reviews, crowdsourcing images and quotes from real users, and telling their stories. We also leveraged the tactic of emotional engagement particularly through the quote posts, which piques viewers’ curiosity through a catchy line and also frames the service through real users’ stories. Furthermore, we use plain folks appeal through pop culture references (e.g. our screencap with Yoon Seri from Crash Landing on You), the use of colloquial language, and humor.
Other Collateral & Signage
To better design for behavior change, we have design visual cues for both users and non-users alike to remind them of the service offered; thus, we designed a takeout bag and signage for restaurants.
