5 Types of Anti-Design

Many companies, as they navigate the tumultuous vagaries of the market, focus on building out the most well-designed products & services for their customers. Or so you would think.

Sometimes, the most well-designed products are not the best things for the company’s bottom line. That’s where anti-design comes in. In this brief article, I enumerate a few case studies of how companies adopted anti-design (and you might too) to futher their bottom lines. Whether or not you consider that ethical or just ‘business’, I leave up to you to tell me in the comments!


Anti-Design #1: Get them to use more

  • Step 1: Make the hole in your toothpaste tubes bigger
  • Step 2: Bombard your customers with ads that show the entire bristle surface covered with paste; put “use pea-sized amount” as fine print on the tube
  • Step 3: ???
  • Step 4: Profit

Also a tactic used by shampoo manufacturers (Lather. Rinse. Repeat.), detergent manufacturers, etc.


Anti-Design #2: Get them to buy more

  • Eschew Standardization: Standardization can be a mess. It let’s your customers switch out your expensive products with cheaper ones!
    • Apple products and their charging cables are such a prevalent meme that the EU is considering forcing a common charging cable standard. Of course, there’s only one reasonable response to this. Don’t have wired charging as an option, at all! Come join us in the future, by using this proprietry wireless charging technology.
    • The only reason we have standardization of lighting sockets is because of the Phoebus Cartel’s efforts (balancing out all the other damage they did to consumers?, I don’t think so). But imagine a world where your house was wired with specific sockets that could only work with Ikea. That’s exactly the opposite of what Spotify & their Joe Rogan Podcast acquisition is trying to do by stomping all over RSS’s emaciated corpse.

Anti-Design #3: Get them to pay more

  • Artifical Scarcity through Cartelization: Do you know why diamonds are so expensive? Because one company controls all of the supply and has spent a lot of money in marketing to convince you that diamonds are essential for getting engaged. 
  • Artificial Scarcity Through Information Assymetry:  Airline bookings & the constant cookie-clearing & incognito mode. ‘Nuff said.
  • Artificial Scarcity through psychology:  Exploding discounts on digital services (‘only 10 min left to redeem your 15% discount’) prey on our poorly wired brains to make us spend that moolah. Such is life.
  • Anchoring bias: Show your product’s price next to a higher price either next to a model/service you wouldn’t really sell or is clearly a worse offering; with perpetual “discounts” and people will fight every rational impulse and make the purchase


Anti-Design #4: Keep the non-paying customers out


 

Have more types of anti-design to discuss? Comment below!

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