デザインの力で行動が変わる！人々を動かす粋なアイデア9選

人の行動を変えなければいけない時、ただ単に口で注意するのと、粋なアイデアで行動を変えさせるのとでは大きく違います。

そこで、今回はデザイン1つで人々の行動を変えた事例を9つほどご紹介します。

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目次へ

プロダクトデザイン編

フェンスを外す人

「フェンスを外す人」という文章をご紹介します。

ここに登場する事例。高級なクラブなどに行くと、灰皿が極端に小さいのはなぜか？

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小さな灰皿は、一本でもたばこを吸えばいっぱいになってしまう。そうすると、スタッフが灰皿を新しいものに替える。そうするとことで、客への細やかなサービスを演出できるし、スタッフに自然と客へ細かく注目させることを可能にしている。

従業員に「客がタバコを1本吸ったら灰皿を取り替えろ」と言ったり、マニュアルをつくって叩き込めば、問題は一時的には解決されるかもしれません。しかし、灰皿を小さくすることによって、その手間すらをも省くというナイスアイデア。

この記事でとりあげている「なぜフェンスが建てられたのかわかるまで、決してフェンスをとりはずしてはならない 」という、言葉の重みを感じました。

→ フェンスを外す人

ピアノの階段

例えば、人々にエスカレーターではなく階段を使って欲しい時に、あなたならどうしますか？

Piano stairs

「健康のために、階段を使いましょう！」と張り紙をするのもいいかもしれませんが、フォルクスワーゲン社が企画した粋なアイデアをご紹介します。

階段のデザインを”ピアノの鍵盤”のようにしただけでも面白いのですが、一段づつ踏んでいくとピアノ音が流れるというプロダクトデザインで解決を試みます。

階段という当たり前になっているものを再デザインし、人々を楽しませながら問題を解決する。改造前に比較して、階段を使う人が66％増えるという結果になりました。

世界一深いゴミ箱

公園のポイ捨てを防止したい際に、どういったことが考えられるか？

deepest bin

フォルクスワーゲン社のプロジェクトチーム「Rolighetsteorin.se」が制作したプロダクトの名前は「The world’s deepest dustbin（世界一深いゴミ箱）」。

映像を見ていただければわかるのですが、ゴミを放り投げると地下深くに落ちていくような音が流れます。

ゴミを捨てた人は、予想外の音にそのゴミ箱に興味津々。

音がなるゴミ箱は、近くにある普通のゴミ箱の約1.5倍のゴミが捨てられたそうです。

言葉のデザイン編

チカン防止

とある地域でチカンが多発しており、それを無くそうとする場合、あなたならどうしますか？

kotoba

過去に「チカンに注意」というポスターをつくったのですが、全く効き目がありませんでした。そこで相手の立場にたって「嫌なことを言葉にする」というアイデアを試みます。

「住民のみなさまのご協力で、チカンを逮捕できました。ありがとうございます。」

この言葉に変えることにより、ぴたりとチカンが止まったとのことです。

相手の「嫌いなこと回避」からコトバをつくる。言葉をデザインし直すだけで、大きな効果が得られました。

ことばの力

目の見えない人が、路上で寄付を募っています。

そこに書かれた看板「I’M BLIND PLEASE HELP（目が見えません…お恵みを）」という言葉。しかし、通りすがる人のほとんどがスルーしています。

POWER of Words

では、なるべく多くの人の目に留まるようにするにはどういった工夫をほどこせばよいか。

同じ意味にも関わらず、違う言葉を使っただけで、人々の行動を大きく変えられることをこの映像では表しています。

「IT’S A BEAUTIFUL DAY AND I CAN’T SEE IT（今日はいい日だね！でも、僕にはそれが見えないんだ。）」という、相手にとっては当たり前になってしまっていることを、そうではないと気付かせる言葉。

同じ意味にも関わらず、受ける印象がずいぶん変わりますね。

紙コップ利用を減らす

コーヒーカップの廃棄量を減らすためのアイデアコンペをスターバックスが開催しました。

優勝したアイデアが、「Karma Cup」という企画。

karma_cup_1

店頭にボードを置き、マイカップを使った人がいたら、チェックをつけます。その数が10、20人とキリのいい人の飲み物が無料になるというアイデア。

そこに書かれたメッセージ。A shared problem. A shared reward.（問題を分かち合い、報酬も分かち合おう）

貯まるポイントが個人に対する報酬「自分が得をするから」というのではなく、マイカップを使う人たち全体（ソーシャル）にインセンティブがある、ゲームのような仕組み。

無意識のうちに「問題を解決するため」という共通の目的がつくられる良い事例でした。

→ greenz

目の付け所編

政府のコストを削減

こちらもあたり前になっているものを、リデザインすることで大きなインパクトを与える事例です。

米ペンシルベニア州ピッツバーグの中学生、スヴィア・マーチャンダニ君（14）が、文書を印刷する際に使用しているフォントを変えるだけで、ごみの削減とコスト節約が実現できるという研究結果を政府に提出しました。

font-comparison-1

スヴィア君は、教師が配るプリントのサンプルを集め、最も頻繁に使用される５文字（ｅ、ｔ、ａ、ｏ、ｒ）に着目した。そして各文字が、ガラモン、タイムズ・ニュー・ローマン、センチュリー・ゴシック、コミック・サンズの4つの書体でどのくらいの頻度で使用されているかを図表にし、市販のソフトを使って各文字に使用されるインクの量を調べた。さらに、異なる書体で書かれた同じ文字を拡大印刷し、各書体で使用されるインクの量をグラフ化した。その結果、ガラモンを使用することにより、学区全体のインクの消費量は24％減り、年間2万1000ドルものインク代が節約できることが分かった。

米一般調達局の推計では、アメリカ政府全体のインク代は年間約4億6700万ドルになります。

スヴィア君はこの数字を基に、仮に連邦政府がガラモンを使用すれば、それだけでインク代総額の約３割に当たる年間1億3600万ドルの節約になる結論がでました。またさらに、州もこれに参加すれば2億3400万ドルを節約できるといいます。

フォントの”太さ”という、今まで気にされていない部分に視点を向けるのは面白いですね。

酔っ払い線路転落防止策

酔っ払いの転落事故が、全国で2013年までの10年間で“4倍”に増えています。

この数をどうすれば減らすことができるか？

酔客の動きを調べてみると、線路と平行に歩いていて足を踏み外すのが意外と少なく、約1割。下記の画像のように、線路に突然歩き出してそのまま落ちる酔っ払いが、全体の約6割という結果でした。

150331drunken

そこからうまれたアイデアがこちら。

150331drunken_b

ホームに向かうようにベンチを建てず、横向きになるようにベンチの向きを変えたのです。こうすることにより、酔っぱらいの人が起きて、急に家に帰ろうとまっすぐ歩き出しても、ホーム上なので安心ですね。

「ベンチの向きを変える」というたった1つのデザインが、多くの人のを変えた良い事例でした。

→　gizmodo

地下鉄の自販機の売り上げをアップさせたい

最後は、カリフォルニア州パロアルトに本拠を置く、デザインコンサルタント会社IDEO（アイディオ）のアイデアをご紹介。

「地下鉄の自動販売機の売り上げを上げて欲しい」と頼まれたらどうしますか？

5320869389_d8b9124780Gorlitzer

商品の値段を見直す、自販機自体の数を変える、といったアイデアがパッと思いつくかもしれません。

しかし、彼らは、パッと出のアイデアではなく、地下鉄のホームで自販機でジュースを買う人と買わない人の行動観察を行ないました。

そしてだした結論が

「自販機の上に時計を置く」

というアイデアでした。これで実際に、自販機の売り上げが大きく伸びたので驚きです。

面白いことに、地下鉄を歩いている人は、電車の待ち時間をみんな気にしていて、自販機で物を買う人も、買う直前にジュースを飲む時間があるかをチェックしているということが分かりました。

なるほど。確かに言われてみれば、電車の出発時間を確認してからジュースを買うことが多い気がします。目の付け所がユニークですね。

→ fallinstar

いかがでしたか？

既存のデザインを変えるだけで、大きく変わる人々の行動。

当たり前になっているものを見返してみると、まだまだ様々な可能性が眠っているかもしれませんね。

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