- Simple: Conquering the crisis of complexity
20.08.13 | 1 Comment
Whether it’s a legal document, or a TV remote with a gazillion buttons, there is a desire for greater simplicity in our day-to-day lives. One company working and campaigning for simplicity is Siegel+Gale, and their founder and chairman emeritus Alan Siegel, and former exec. director of simplification Irene Etzkorn, have recently published ‘Simple: Conquering the crisis of complexity’. Alan [...]
- New site goes live
18.07.13 | 3 Comments
This website has been a long time in the making and I’m excited to say it’s finally out there! It’s not finished yet, but then no website should ever be complete. It should be a growing and evolving entity, updating all the time. Whilst I’d say go easy on me, as there is a lot more [...]
When I need space to think, to read or to write, I often find myself gravitating towards a Starbucks. Something about the setting, the hustle and bustle, the background jazz, the whirling of coffee grinders (and the free refills), help me to think creatively.
Someone recently bought me a Starbucks takeaway cup, which is one of those geniusly simple design ideas.
The idea is that you buy their reusable takeaway cups for £1, then every time you take it in to get a drink you get 25p off, so you’ve paid for it after you’ve had 4 drinks. This means that Starbucks reduces its environmental waste of paper cups, or the need to wash up the ceramic house mugs, whilst also saving money.
So far it looks like a good deal for the consumer, and a positive move for the environment. It also saves time for baristas who have less mugs to wash and tables to clear, and it saves Starbucks money on paper cups.
And to top it off, it’s a win for the Starbucks brand. Starbucks get to have lots of people carrying around their logo with reusable cups in the car, on the desk and in your bag. It turns casual coffee drinkers into an army of walking brand ambassadors.
Starbucks actually does very little in the way of traditional advertising. Think about it, can you ever recall seeing a Starbucks advert on Television? It’s initiative like this which gives it such a strong brand presence, without the need to spend millions on traditional ad-spots. Further more, it breeds brand loyalty. Why would I go somewhere else when I get 25p off my favourite coffee every time I take in my reusable cup?
It’s one of those design ideas that is so simple, yet so smart. You have to ask; why has no one else thought of this? Probably because the simplest ideas are often the hardest to come up with.