Colour has been used to drive decision-making in the fields of marketing and behavioural science.

However, individuals’ perception colours can people from different cultures. We look at important elements to consider for anyone using colour to change behaviour.

In marketing, red and green are cited because green is thought to trigger perceptions such as “calm” or “healthy” whereas red elicits “anger” or “unhealthy” connotations.

To illustrate, the Massachusetts General Hospital (MGH) cafeteria, used learnings from a USA based childhood obesity intervention called “Red light, Green light, Eat right” (watch this video to learn more). MGH attached either green, red or…


The world in which we live is uncertain. While it is true that predicting the future is impossible, we can calculate with some degree of confidence how much risk is involved when choosing one decision over another. The difference between knowing the risks and being uncertain is invaluable for all decision-makers needing to adapt in a constantly changing and competitive market. In efforts to reduce this uncertainty, and instead provide measurable probabilities of the risks involved in decision-making, a novel and scientifically grounded method to inform business decisions is fast becoming the preferred choice amongst companies. These companies see the…


Neuro-marketing aims to understand the subconscious drives behind individuals’ buying decisions.

While the field is a powerful complement to traditional marketing techniques, many consumers worry that it violates their right to privacy.

In this article, I delve into neuro-marketing as a complement to behavioural economics. We consider its benefits and the concerns of this growing field of marketing.

Neuro-marketers use a range of tools to measure individuals’ motivations, preferences, and decisions — including brain-imaging tests such as FMRI and EEG, mobile eye-tracking, Galvanic Skin Response (GSR) and even facial coding. Targeting these subconscious aspects of decision-making can identify the emotions…


Even as you read this, many of the top psychological journals are publishing research on a sample of people that are…WEIRD.

WEIRD stands for Western, Educated, Industrialised, Rich, and Democratic, describes a small subset of people that makes up only 12% of the global population.

However, this subset is predominantly comprised of psychology undergrad students, accounting for 96% of all samples used in studies published by top psychological journals.

The problem is that scientists regularly draw conclusions about how entire societies behave based on a small sample of WEIRD people. …


Behavioural economics, the intersection of economics and psychology, is the study of the predictable irrationalities in human decision-making –errors in judgement that are often the underlying cause of poor financial planning. An understanding of these irrationalities, or errors, can therefore be an extremely powerful tool in nudging customers to make informed decisions throughout their financial planning journey.

In this article, I highlight a number of techniques from the field of behavioural economics that have been found to influence the effectiveness of financial advice.

1. Be aware of your customers’ psychological and emotional state

A study conducted by Gino, et al., (2012) uncovered that people who are prone to anxiety are…


In this article, I intend to shed some light on how we can prompt ourselves to think more carefully about what we buy when faced with a choice among multiple options. The hope is that we can all take better charge of our decisions and be more financially healthy in the process.

The Economist is at it again, and this time they have thrown a few new behavioural science insights at both their call-to-action advertisement and their subscription page.

The Economist’s subscription page first came to light as an example of well-designed behavioural marketing in Dan Ariely’s book, Predictably Irrational

Kevin Joseph

Applied behavioural economist constantly running experiments on my favourite test subject, me.

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