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We were asked to design handwashing signs for COVID-19, and wanted to share how we approach designing such signs.
Here's what we make sure to do.
Here's what we make sure to do.
#1: communicate the public good ("avoid spreading coronavirus; do your part to keep our community safe").
The goal is to activate people's (not-necessarily-conscious) concern for their reputation.
The goal is to activate people's (not-necessarily-conscious) concern for their reputation.
#2: make the ask categorical, unambiguous, and concise.
The goal: make it so that there is no plausible disagreement over whether someone complied.
The goal: make it so that there is no plausible disagreement over whether someone complied.
TIRED: wash your hands for 20 seconds. It's continuous!
WIRED: wash your hands for as long as it takes to say the pledge of allegiance. Better! Either you said it or you didn't.
(Nm that no one will actually say it out loud--still feels more compelling.)
WIRED: wash your hands for as long as it takes to say the pledge of allegiance. Better! Either you said it or you didn't.
(Nm that no one will actually say it out loud--still feels more compelling.)
TIRED: clean up after yourself. Too ambiguous!
WIRED: don't leave dishes in the sink
People can plausibly disagree over what's clean, but not over whether dishes were left in the sink.
WIRED: don't leave dishes in the sink
People can plausibly disagree over what's clean, but not over whether dishes were left in the sink.
Why do I include 'concise'? Because if an ask has too many parts, it starts to feel like you can plausibly claim to have complied even if you only do some parts. Exhibit #1:
#3: generate the impression that others expect you to comply.
Many way to do this. We used an image of doctors, invoked 'public health', etc. Can also use 'descriptive norms', 'identity frames' (like the one in the attached dog poop sign), etc.
Many way to do this. We used an image of doctors, invoked 'public health', etc. Can also use 'descriptive norms', 'identity frames' (like the one in the attached dog poop sign), etc.
Also helps to make sure sign is placed as publicly as possible, so that anyone who sees it knows others have seen it.
Note that you don't always need to do steps (1) and (3).
Sometimes they feel pedantic. (But I always think through whether I should do them.)
Sometimes they feel pedantic. (But I always think through whether I should do them.)
If you need Illustrator files or PDFs of any of our signs, please do reach out.
I've mostly adapted this 'sign checklist' from our usual 'reputations checklist': https://twitter.com/erezyoeli/status/1070351758323531776
Nudgers, also check out: https://behavioralscientist.org/is-reputation-the-key-to-prosocial-nudges/
Nudgers, also check out: https://behavioralscientist.org/is-reputation-the-key-to-prosocial-nudges/
The bit on asks being categorical... that's from this paper, with @Moshe_Hoffman @dalkiran and @DrMANowak https://www.dropbox.com/s/t358isz782yk4b6/MH_2018_Categorical_Norms.pdf?dl=0
I am also thinking a bit more broadly on the role of common knowledge in facilitating enforcement. As in this paper with @Moshe_Hoffman @dalkiran and H Sigstad: https://www.dropbox.com/s/qn9wrul7wnprwb3/MH_2018_Coordinated_Enforcement.pdf?dl=0
