Knowing better
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I keep staring and staring at the quote below, which is deep inside an article on New York City's new calorie law. Chain restaurants now have to post caloric information on their menus, giving consumers new--and abrupt--information on what they're eating.
A Starbucks barista revealed his customers' habits thusly:
Think of the logic that goes into such a request. People are more comfortable ordering unhealthy foods when they can deceive themselves into forgetting the drawbacks. I really want that piece of pie. I know it's probably not good for me, but heck, I deserve it, so--d'oh!--what do they mean it's got 900 calories? I can't order it now! If only I didn't know how bad it was for me, I'd have been fine!...
Does the average consumer think that pie is healthier when he doesn't know the calorie count? Probably not. But at least he can pretend that it's something less than it is. Posting calories not only bares the ugly truth, it removes the sheen from the guilty pleasure, turning it into pure guilt.
One more time: Some people actually tell us we should take off the labels, because it discourages them from ordering what they want.
One could argue that New York City has overstepped its bounds in forcing these posts, much as it insisted on banning trans fats in city kitchens last year. Yet this is a terrific example of the benefits of representative government: sometimes, what the typical person says is desired is not necessarily the right answer.
This theory holds true in many areas. Seat belts, for example. Raising taxes to pay for schools. Homeless shelters. The electoral college (not that it saved us the last few times around, but I digress). It especially holds true here: the city has found a way to subtly improve public awareness and, over the longer term, general health. And it has done so with a law that runs against personal preference.
This philosophy applies to user experience design as well. Here, too, the effect can be subtle. But consider the difference between giving the user what he wants and giving the experience that best suits his needs. The effect can be extraordinary.
A Starbucks barista revealed his customers' habits thusly:
Some people actually tell us we should take off the labels, because it discourages them from ordering what they want. But I think honesty is the best policy.Can I say that again? Some people actually tell us we should take off the labels, because it discourages them from ordering what they want.
Think of the logic that goes into such a request. People are more comfortable ordering unhealthy foods when they can deceive themselves into forgetting the drawbacks. I really want that piece of pie. I know it's probably not good for me, but heck, I deserve it, so--d'oh!--what do they mean it's got 900 calories? I can't order it now! If only I didn't know how bad it was for me, I'd have been fine!...
Does the average consumer think that pie is healthier when he doesn't know the calorie count? Probably not. But at least he can pretend that it's something less than it is. Posting calories not only bares the ugly truth, it removes the sheen from the guilty pleasure, turning it into pure guilt.
One more time: Some people actually tell us we should take off the labels, because it discourages them from ordering what they want.
One could argue that New York City has overstepped its bounds in forcing these posts, much as it insisted on banning trans fats in city kitchens last year. Yet this is a terrific example of the benefits of representative government: sometimes, what the typical person says is desired is not necessarily the right answer.
This theory holds true in many areas. Seat belts, for example. Raising taxes to pay for schools. Homeless shelters. The electoral college (not that it saved us the last few times around, but I digress). It especially holds true here: the city has found a way to subtly improve public awareness and, over the longer term, general health. And it has done so with a law that runs against personal preference.
This philosophy applies to user experience design as well. Here, too, the effect can be subtle. But consider the difference between giving the user what he wants and giving the experience that best suits his needs. The effect can be extraordinary.
