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As we navigate through the world, we are constantly being influenced by subtle design tactics that most of us aren’t even aware of. These branding tactics can be found everywhere – in the layout of your favorite store, the colors of a pop-up ad, or even the design of your favorite app. But it’s not just about understanding these principles. It’s about considering the ethics behind their use, questioning the motives, and equipping ourselves to recognize and resist manipulation.
Editing by Brad Heath: https://twitter.com/brad_heath_
Big shout out to Marc Levinson and Kyle Dexheimer for reading over my script and giving feedback on it!
All content directed and written by John Mauriello. John Mauriello has been working professionally as an industrial designer since 2010. He is an Adjunct Professor of industrial design at California College of the Arts.
Time stamps:
0:00 Intro
1:08 BS Continuum
1:38 Information Asymmetry (example from Rory Sutherland’s book “Alchemy”)
3:29 Emotional Alchemy (example from Rory Sutherland’s book “Alchemy”)
4:56 Tropical Storm: Visual Signaling
7:30 Seller Reputation & Trustworthiness (Sephora example and some other packaging examples from Rory Sutherland’s book “Alchemy”)
9:20 Category 1: The Debt of Kindness (Reciprocity as described in Cialdini’s book “Influence”. Envelope example is from Sutherland’s book “Alchemy”)
11:41 Category 2: Follow the Herd (Social Proof as described in Cialdini’s book “Influence”)
14:58 Ekster
15:57 Category 3: Obey Authority (Credibility as described in Cialdini’s book “Influence”)
18:58 Category 4: The Deception of Exclusivity (Scarcity as described in Cialdini’s book “Influence”)
22:41 Category 5: Misguided Loyalty (Unity as described in Cialdini’s book “Influence”)
28:40 Brutally Honest Manipulation
31:43 Creating Meaning
33:32 Education vs Manipulation
36:58 What’s the Most Manipulative Brand?
(featured at around the 37 min mark) Hall of the Mountain King by Kevin MacLeod is licensed under a Creative Commons Attribution 4.0 license. https://creativecommons.org/licenses/by/4.0/
now thats a SH I R T
Spacing on SH IR T should cost more!
11 + commercial breaks plus the adds built into to actual video is ridiculous
The whole time while listening to your brilliant video I kept saying to myself "Why is he wearing a jacket in the house?"
Hey!
I work in marketing and this video really inspired and educated me.
I am interested in the script you talked about but can't find it in your patreon profile, is there a direct link?
Love the "Laissez-faire" attitude toward subs. Nice subtle tactic.
Social proof is cooked even more so due to the rise of AI influencers
Well, ducks I am insane 😂
7:03
Connecting Apple with the tactic of scarcity in my opinion is wrong. The sell enormous amounts of smartphones or laptops. Having an Apple device makes you be part of a group, the group of the young leaders. It has always been something to show of. You don't need a 1 millimeter thinner smartphone or one where you can ,,drink" beer from with a certain app. You don't need Siri that you can ask if it's working for the CIA. When you had an iPhone on one side you belonged to the minority that was willing to spend/waste so much money on a phone and everything centered around you, on the other side no matter what you achieved in your life and who you were you were part of the giant Apple-community. Nowadays Apple is advertising it's products with the term ,,creativity". Not a coincidence because real working jobs become always more scarce and unsecure but we daily see influencers on the internet having success without having to do unpleasent work and many dream of becoming one oneself. Creativity, of course, comes from your brain and not from an electronic device. But that doesn't matter for someone who sees himself as creative and wants to prove it to himself through buying an Apple-device. We see Apple infinitly often represented in films, TV-shows, books and the internet. It boosted the image of this brand. Apple has never really had to do with scarcity, it was about willing to pay the price to belong to this community. People wait in the cold to get the new iPhone to be part of that group and to have the new iPhone prior to the others to show it them and be the center of attention. No company has such a good marketing like Apple.
I didn’t wanna… but with the amount of times you mention the vents…
Yes there absolutely can be purpose to vents. Primarily it can stem to increase cooling when needed to certain areas, or it can also be an area for air to be pushed through for cars that need to create downforce and use aerodynamics for cornering, or it can be used to help feed an intake taking in more oxygen so the engine can run richer because more air brings in balance with more fuel…
And I’m definitely no mechanic, just around racing a lot. I just wanted to clarify that since there can absolutely 100% be vents that are feeding the wrong side of car culture that is to say, I hate the side of car culture that’s purely about looks and style and using that to be the cool guy… vs actually just enjoying the feeling of driving too, and understanding how the limits of cars work enough to know basic aerodynamics and cooling and when they’re even needed.
Oh also ik cool cars, and cool looking cars can just be fun too (my bosses drive chrome 350z drift cars😅, and I daily my own drift z that’s your typical red sports car with chrome rims😬) but I really think the fake vent side is more a part of the scene where you just find egos more than excitement for cars honestly.