Reduce Your Energy Use

Client: Reduce Your Energy Use 
Output: branding, e-commerce web design, copywriting, asset production, upload 
Creative team: The Hunting Dynasty

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Problem

Design the look, feel, and function of a new low-energy product retailer

Background

They needed a from-the-ground-up solution, which included all the logos, page layouts including copy-writing, email templates and content, and strategies to increase sales.

Solution

We pulled out all the behavioural tweaks; context, norms, and construal.

The homepage banners promoting products (above) had quotes pulled from national newspapers. [/one_half][one_half_last]
  

The quote was expressed in as close to a handwritten font as possible to indicate – before you’ve understood the words – that it’s from a human (like you). The provenance is expressed as a logotype, not a name. We know that these forms are understood by our ‘gut reaction’, or system one thinking, more quickly than our ‘thinking brain’, or system two thinking. The speed of cognition is important because that defines our anchor point, and it’s this instant reaction that is then used as a measuring-rule for the later ‘thinking brain’ inputs.

Similarly, in the product page to the left we framed a value of reducing electricity consumption by ‘500 times fewer’ as the difference between the distance to the local shops and the distance from London to Edinburgh. Framing, anchoring, and the use of boundary ordering devices in the presentation of products uses our hidden quirks and apparent irrationalities in favour of increasing the likelihood of a sale. [/one_half_last]

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