Social Distrust (Or The Tragedy of the Commons)

Lately, with all that is going on in the world, I keep remembering a passage about the tragedy of the commons from Dan Ariely’s amazing book ‘Predictably Irrational’. I think that the timing is perfect to post it here so that others can read and draw parallels of their own…

“Trust, like money, is a crucial lubricant for the economy. When people trust other people, a merchant, or a company, they are more likely to buy, lend, and extend credit. In the old days, business was conducted on a gentleman’s handshake. But when the handshake results in a swindle, trust disappears and all subsequent transactions—whether between cheaters or the genuinely good-hearted—become more difficult.

A good analogy for social distrust can be found in the “tragedy of the commons.” This phrase can be traced back to Oxford professor William Forster Lloyd, who described the phenomenon in his 1833 book on population. He noted that in medieval England, parishes had common land on which each member of the community could graze a limited number of cattle and sheep.* Keeping the number of animals low allowed the grass to grow back at a speed that kept its level more or less the same. This approach was rather successful when all the farmers stuck to the rule. Unfortunately, in their selfish desire to improve their own financial situations, some of the farmers increased the number of their animals to a level that the land could not sustain. This strategy was very good (at least in the short run) for the individual farmers who had more animals, but each additional cow or sheep resulted in less grass for all of the animals. As the grass dwindled, all the livestock on the commons became malnourished and underproductive—a result that hurt everyone, including the greedy farmers.

Today, psychologists, economists and environmentalists use the phrase “the tragedy of the commons” to describe the same basic principle: when we use a common resource at a rate that is slower than the rate at which it replenishes, all is well. However, if a few individuals get greedy and use more than their share, the system of consumption becomes unsustainable, and in the long term, everybody loses. In essence, the tragedy of the commons is about two competing human interests. On one hand, an individual should care about the sustainability of shared resources in the long term because everyone, including the individual, benefits from it. At the same time, in the short term, the individual benefits immediately from taking more than his or her fair share. (Social scientists refer to such betrayers of social contracts as “defectors.”)

Of course, if we all cared about the common good or thought about the long-term consequences of our actions, we might not run into resource-sharing problems. But because human beings tend to focus on short-term benefits and our own immediate needs, such tragedies of the commons occur frequently. Take the wild salmon population, for example. While it is ideal for fishermen in general to limit their own catches so that the salmon population can be sustained, it’s more profitable for an individual fisherman to overfish in a given year. But if too many fishermen even slightly surpass the sustainable limit, the overall fish population becomes depleted. (For this reason, salmon fishermen are now constrained by law to a limited number every year).

The current energy crisis is another example of the tragedy of the commons. Although there is a finite amount of fossil fuel in the world, some countries, industries, businesses, and individuals use far more than others while making little effort to minimize their impact on the common pool. Even public resources such as clean air, land, trees, and water fall victim to this problem. In the absence of cooperation among all the players in protecting such resources, a small number of misbehaving entities can have a devastating effect on everyone.”

The Importance of Whitespace for Web Design

Design is one of the most critical aspects of any marketing and branding strategy. The impact of good design on conversion can be vital for any business but often times it gets overlooked at the expense of jamming as much information as possible into the available physical space. This could be space on a web site, a business card, a brochure or any other marketing material that you can think of.

What is Whitespace?

Whitespace, also referred to as “negative space”, is an aesthetic tactic utilised in design. In its simplest definition, whitespace refers to the strategic visual sections of a page/illustration that are left unmarked and thus uncluttered by any other aesthetic detail. Think about the margins we leave at the edges of a Word document, or the space we leave around an image on a web page. These are all examples of whitespace.

Why is Whitespace Important?

Simply put, whitespace is important because it is extremely difficult for our brains to process too much information all at once. Just think about those old phone books with tiny text squished together in order to fit as much information as possible into one small box. It is overwhelming to even look at a page from a phone book, let alone processing that information.

On the flip side of this spectrum is the overuse of whitespace, which can also be problematic. Too much whitespace will fail to guide the users towards additional content that is present off-screen, creating an ‘illusion of completenes’. It is especially important to keep this in mind for mobile design, as big chunks of whitespace on desktop can translate to even bigger spaces on mobile devices.

Less is More

The idea is finding the right balance to convey the necessary information in the most digestible way possible. Case studies suggest that appropriate use of whitespace in web design increases conversion rates by almost 20%! By giving your audience some breathing room in between your content blocks, you are in fact allowing them to process the information that was just thrown at them. It may seem odd, maybe even counterintuitive to think that less content in a given space produces better results in sales but when you think about the barrage of information that we face everyday in the digital age, less is really more.

When it comes to visual aesthetics, it boils down to each individual’s personal preferences. With that in mind, here are some websites that I think showcase great examples of efficient use of whitespace:

  1. Shopify
  2. Ernie Ball Music Man
  3. Wufoo
  4. Airbnb
  5. Uber
  6. Lyft
  7. Boegli Gravures
  8. 56 Digital
  9. Sonikpass
  10. Rolex