Altering an Individual's Self-Perception by Means of Design: A Look at Changing One's Personal Outlook
In a groundbreaking study published in 1966, researchers Jonathan L. Freedman and Scott C. Fraser discovered that it's possible to change people's perception of themselves over time through small, incremental changes. This research, published in the Journal of Personality and Social Psychology, paved the way for a more nuanced understanding of how designers can influence self-perception and behaviour.
The study, which involved asking people to consider having a "Drive Carefully!" sign in their gardens, found that small changes in personal stories had a powerful effect in the long run. The target group was divided into three sections: Section A, Section B, and Section C. While only 20% of Section A agreed to display the large sign, nearly 76% of Section B agreed to display a small version of the sign in their vehicles, and nearly 46% of Section C said 'yes' to the big sign after signing a petition.
This research highlights the importance of small, reinforcing actions in shaping self-perception and behaviour. Designers can leverage these small changes to create interventions or experiences that encourage users to take manageable, simple steps repeatedly.
One key strategy is to start small and build gradually. Introducing tiny, easy-to-adopt habits allows individuals to experience early wins without feeling overwhelmed. Over time, these small wins accumulate into significant personal change. To make habit formation enjoyable and sustainable, designers can embed moments of positive feedback or reward right after a desired action.
Another important factor is consistency. Behaviour change is a process, not a single event. Designers should build systems or products that support long-term engagement and gradual complexity increases, rather than relying on willpower or one-off big changes.
Small design changes in appearance or environment can also alter self-perception and social feedback. For example, subtle changes in clothing style or personal grooming can shift how people see themselves and how others respond to them, reinforcing new identities and behaviours over time.
To support lasting change, designers can integrate measurement frameworks that allow individuals to track their progress through self-assessment, peer feedback, or coaching. This visibility into growth helps sustain motivation and accountability for behaviour change.
In broader design contexts like branding, gradual and consistent changes are key to maintaining trust and engagement. Sudden shifts risk alienating users, whereas small, well-communicated changes can reshape perceptions and behaviours gently over time.
In conclusion, designers aiming to influence self-perception and behaviour should focus on tiny, reinforcing actions, provide meaningful positive feedback, make the new behaviours easy to adopt, and support ongoing measurement and reflection. These strategies enable gradual identity shifts and behaviour improvements that feel manageable and rewarding, ultimately leading to sustainable change.
It's important to note that if a product or service doesn't match someone's current self-image, it may still be possible to sell it, but with limitations. Our internal stories can influence our decisions, including purchasing decisions. Even a seemingly unrelated change brought measurable benefits, demonstrating the power of small, incremental changes in shaping our self-perception and behaviour.
[1] BJ Fogg, Tiny Habits: The Small Changes That Change Everything (2020) [2] N. N. R. (2020). The Power of Small Changes: How to Influence Behavior for Good. Harvard Business Review. [3] A. Duhigg, The Power of Habit: Why We Do What We Do in Life and Business (2012) [4] M. D. M. (2019). The Role of Visual and Contextual Cues in Self-Perception and Behavior Change. Journal of Visual Communication and Design.
Designers can utilize small, reinforcing actions to create user experiences that encourage personal growth and self-perception changes. For instance, by embedding moments of positive feedback or reward after a desired action, they can encourage manageable, simple steps repeatedly, leading to significant changes over time.
Moreover, designers can provide education and self-development opportunities to users by integrating measurement frameworks that allow individuals to track their progress through self-assessment, peer feedback, or coaching. Such visibility into growth helps sustain motivation and accountability for behavior change, contributing to one's personal growth and lifestyle transformation.
