Summary:
Scarcity is the idea that an object’s level of desirability increases as its supply decreases. Our reading, Universal Principles of Design, describes five common tactics apply the principle of Scarcity: exclusive information, limited access, limited time, limited number, and suddenness. Each of these tactics move people to action because of a human cognitive bias known as “loss aversion.” Jen Cardello’s article, “Scarcity Principle in UI Design: Making Users Click RIGHT NOW or Lose Out,” highlights that the research conducted by Daniel Kahneman and Amos Tversky has shown that the human tendency is to avoid loss over acquiring gains. Both sources suggest that scarcity is largely effective in terms of not only quantity, but in time and information.
Example #1 – Cited By Original Source: Running Brides
As described in Universal Principles of Design, the running brides depicted in this picture show how scarcity can motivate people to act. Typically, I would imagine bridal shoppes to be mostly empty, quiet, calm – but this picture shows the complete opposite, all because of the short supply of cheap wedding dresses.
Example #2 – Found Online: Fancy food
This dinner plate depicts scarcity because seeing so little food on the plate, and especially in its artistic arrangement on the plate, suggests that this is a desirable and expensive meal.
Example #3 – Found in Real Life: Starbucks Pumpkin Spiced Latte
This was the first time I ever tried the PSL from Starbucks. It was pretty good, but I know people who count down the days before the Fall drinks come back to the coffee shop so they can order their beloved PSL. Of course, since this is the only time of the year they can drink this beverage, they enjoy it as much as possible before it disappears… the power of scarcity is Starbuck’s friend.
References and Citations:
- Cardello, Jen. “Scarcity Principle in UI Design: Making Users Click RIGHT NOW or Lose Out.” Nielsen Norman Group, 14 Sept. 2014, www.nngroup.com/articles/scarcity-principle-ux/.
- William Lidwell, Kritina Holden & Jill Butler. Universal Principles of Design, Revised and Updated: 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, and Teach through Design. Rockport, 2012.
This effect on the American population drives me insane sometimes. 1 obvious example: Black Friday. But that one is more understandable because for some people who are less well off, the cost-benefit of dealing with the chaos for the savings could be worth it. But then there are instances where people just buy the max number per transaction just because they think it will either become more valuable or they might end up needing it. The latter reasoning is often wasteful and denies someone else of getting it, while the former reasoning shows the intention of profiting because of someone else’s loss.
Christina – YES Black Friday is a terrific example! And I feel ya, it tends to bother me as well because it is wasteful and often you do not end up needing half of that stuff. People will go to such extremes when faced with scarcity.
SPRITE CRANBERRY
SPRITE CRANBERRY
SPRITE CRANBERRY
https://www.coca-colacompany.com/stories/may-all-your-cranberries-be-sprite-how-a-seasonal-brand-became-a-holiday-favorite
Sorry I love this stuff, and I probably love it more because its only during the Holiday Season.
Greg – hahah love your enthusiasm! I must say I have never tried it, but maybe now I will have to. And actually to add to the seasonal food items or just food that is advertised as “back for a limited time” – they had nacho fries I think at Taco Bell for a time this summer, and I would actually buy them for the sole reason of not knowing if I was going to be able to get them again, or the next time I went.
https://www.delish.com/food-news/a22740611/taco-bell-rattlesnake-nacho-fries/