The Look Matters. Based on “Predictably Irrational” book
Dan Ariely, professor at Duke University and bestselling author, conducted an experiment, described in his “Predicably Irrational” book, on how the quality of cups influenced the taste and price of a coffee. Not surprisingly, coffee in a fancy cap with a choice of additional sugar was perceived as tastier than coffee in a simple plastic cup. Even though the coffee itself was the same in both options. Additionally, students were willing to pay more for coffee in fancy looking cups. This idea is might be not new for us, but we often undervalue and forget it in our daily life and when managing our brands and businesses.
杜克大学(Duke University)教授、畅销书作家丹•艾瑞里(Dan Ariely)在他的《可预见的非理性》(Predicably Irrational)一书中描述了一项实验，内容是关于咖啡杯的质量如何影响咖啡的味道和价格。不出所料，人们会觉得戴着别致的咖啡帽、再加糖的咖啡比装在简单塑料杯里的咖啡更美味。尽管两种选择的咖啡本身是一样的。此外，学生们愿意花更多的钱来购买外观别致的咖啡杯。这种想法对我们来说可能并不新鲜，但在日常生活中，在管理品牌和业务时，我们经常低估并忘记它。
Our goal with CHI.social is social media marketing. We want to demonstrate how the example of fancy coffee cups can be used for your social media. People judge and make a decision to buy your product or services based on your social media presence. As such, the digital equivalent of a “fancy cup” is the look of your social media. People are more likely to trust an account with a visually appealing look and good quality photos than terribly designed ones.
我们CHI.社交目标是社交媒体营销。我们想演示如何将花式咖啡杯的示例用于您的社交媒体。人们根据您在社交媒体上的表现来判断和决定购买您的产品或服务。因此，“花式杯子”的数字对等物就是您的社交媒体的外观。与设计糟糕的账户相比，人们更倾向于相信一个具有视觉吸引力和高质量照片的账户。
In our previous project, an official account received twice as much followers and engagement by improving their account’s presentation – without having to change their content.
在之前的一个项目中，一个官方账户通过改进其账户的展示而获得了两倍的关注者和参与度，而无需改变其内容。
Therefore, badly designed and badly presented social media can lower the value of your product, despite its uniqueness. With a stylish look (remember, simple is the new stylish), it might be appreciated more, and your product will raise in the eyes of your audience.
The change of a look can create a dramatic impact on your brand. It is important to make some effort to rethink and redesign your digital presence (WeChat, Instagram, etc.).
因此，设计糟糕、呈现糟糕的社交媒体会降低产品的价值，尽管它是独一无二的。有了时尚的外观（记住，简单就是新的时尚），它可能会被更多人欣赏，您的产品也会在您的观众眼中脱颖而出。外观的改变会对您的品牌产生巨大的影响。一定要努力重新思考和重新设计您的数字形象（如微信、Instagram等）。
In the book “Predictably Irrational” Dan Ariely explores people's biases. He shows how we make irrational decisions despite us thinking that we are rational creatures. This book may help you to understand yourself, your customers, and give you some tricks that you can use in your marketing strategy.
在《可预见的非理性》一书中，丹•艾瑞里(Dan Ariely)探索了人们的偏见。他展示了尽管我们认为自己是理性的生物，但我们如何做出非理性的决定。这本书可以帮助您了解自己，您的客户，并为您提供一些可用于营销策略的技巧。
If you would like to receive a PDF copy of this book or need a social media marketing strategy consultancy, please contact us now.
如果您希望收到此书的PDF副本或需要社交媒体营销策略咨询，请立即与我们联系。