5. Research, Branding, Motion Graphics Gillian Pitzer
Design Tip
To encourage people to select an option or engage in a
behavior that is usually associated with a loss, delay
losses so that they occur in the future.
6. Research, Branding, Motion Graphics Gillian Pitzer
Solution
Split the chore of doing dishes up into multiple steps so
the loss of time feels minimized
7. Research, Branding, Motion Graphics Gillian Pitzer
Explanation
Dirty dishes are placed in one half of the sink to be
rinsed and then moved to the other half to be more
thoroughly washed later.
8. Research, Branding, Motion Graphics Gillian Pitzer
Explanation
The washed dishes can go in a drying rack, before
being put away in the future. These steps split the
amount of time spent into thirds, minimizing the feeling
of a loss.
9. Research, Branding, Motion Graphics Gillian Pitzer
Explanation
The steps can also be completed by separate people
instead of a single person rinsing, washing, and drying
dishes by hand (we often run out of dishes and don’t
have time to dry them on a rack).
10. Research, Branding, Motion Graphics Gillian Pitzer
Photomontage
Step 1: Dirty dishes are
placed in half the sink to be
rinsed.
Step 2: The rinsed dishes
are more thoroughly
washed in the other half
Step 3: The washed dishes
are placed in the rack to
dry off
11. Research, Branding, Motion Graphics Gillian Pitzer
Word Translations
Value
German Valuta
Dutch Waarde
Icelandic Gildi
