Short answer
Integrate compelling visual design with clear, structured project descriptions, and actively foster community discussion and highlight team credibility to maximize crowdfunding success.
- Field
- Innovation & Markets
- Source
- SHAREOK (University of Oklahoma) (2015)
- Method
- Quantitative analysis of crowdfunding campaign data
- Evidence
- Strong effect
The success of a crowdfunding campaign is significantly influenced by the strategic presentation of design cues (vividness and structure) and social cues (team attributes and social media buzz), with optimal combinations yielding the best results. This innovation & markets research insight is drawn from a 2015 study published in SHAREOK (University of Oklahoma). Using Quantitative analysis of crowdfunding campaign data, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Integrate compelling visual design with clear, structured project descriptions, and actively foster community discussion and highlight team credibility to maximize crowdfunding success.
Strategic Cues Drive Crowdfunding Success: Design and Social Elements are Key
The success of a crowdfunding campaign is significantly influenced by the strategic presentation of design cues (vividness and structure) and social cues (team attributes and social media buzz), with optimal combinations yielding the best results.
SHAREOK (University of Oklahoma) · 2015
Key Findings
- 01Vividness in design cues is more effective when combined with structured text.
- 02Project team attributes and community discourse are more impactful when presented together.
- 03Excessive social media 'buzz' can negatively affect funding, especially later in a campaign.
Application
Design takeaway
Integrate compelling visual design with clear, structured project descriptions, and actively foster community discussion and highlight team credibility to maximize crowdfunding success.
How to apply
When developing a crowdfunding campaign, prioritize a cohesive presentation of design elements and social proof. Monitor social media activity closely and adjust engagement strategies as the campaign progresses.
Project actions
- 01Ensure your project's visual presentation (images, videos) is high-quality and complements the written description.
- 02Actively manage and respond to comments and discussions on social media and the crowdfunding platform.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Applies established consumer behavior models (store environment) to a novel context (crowdfunding).
- +Investigates the interaction effects between different types of informational cues.
Limitations
The study's findings might not directly translate to all types of crowdfunding (e.g., equity crowdfunding) or different cultural contexts. The definition and measurement of 'buzz' can also be subjective.
Reliability & validity
The study's reliance on observational data from existing campaigns may introduce confounding variables. Future research could employ controlled experiments to establish stronger causal links and improve internal validity. Reliability would depend on consistent measurement of 'buzz' and 'design cues'.
Think critically
How might the optimal balance of social media 'buzz' differ across various product categories or target audiences within crowdfunding?
Design Principles
"The efficacy of informational cues in a persuasive context is amplified through synergistic combinations rather than isolated presentation."
Understanding how different types of informational cues impact potential funders is crucial for designing effective crowdfunding campaigns. This research highlights that a holistic approach, integrating visual and textual design with community engagement and social proof, is more effective than relying on isolated elements.
What This Means for Your Design
To get money for your project on sites like Kickstarter, make your project look good with nice pictures and clear writing, and show that your team is capable and that people are talking about it online. But don't let the online talk get too overwhelming, especially near the end.
How to use in your project
- 1.Use this research to justify design choices for a crowdfunding campaign, such as the style of visuals or the structure of the project description.
- 2.Incorporate findings on social media management to inform a communication strategy for a design project seeking funding.
Add to My Project
Quick Cite
Paragraph starter
This research by Summers (2015) suggests that the success of crowdfunding campaigns is significantly influenced by the strategic interplay of design and social cues. Specifically, it was found that vividness in design, when paired with structured text, enhances perceived value. Similarly, team credibility and community engagement are more effective when presented in conjunction. An important caveat is that excessive social media 'buzz' can be detrimental, particularly as a campaign nears its end. Therefore, a balanced and integrated approach to communication is vital for maximizing funding.
Source
SHAREOK (University of Oklahoma)
Electronic Word-of-Mouth and the Crowdfunding Environment: A Store Environment Approach to Crowdfunding Success
journal · 2015
View sourceQuestions About This Research
- What does the research say about strategic cues drive crowdfunding success: design and social elements are key?
- Integrate compelling visual design with clear, structured project descriptions, and actively foster community discussion and highlight team credibility to maximize crowdfunding success. Evidence: SHAREOK (University of Oklahoma) (2015).
- Why does "Strategic Cues Drive Crowdfunding Success: Design and Social Elements are Key" matter for design?
- Understanding how different types of informational cues impact potential funders is crucial for designing effective crowdfunding campaigns. This research highlights that a holistic approach, integrating visual and textual design with community engagement and social proof, is more effective than relying on isolated elements.
- How can designers apply this research?
- Integrate compelling visual design with clear, structured project descriptions, and actively foster community discussion and highlight team credibility to maximize crowdfunding success.
- What were the main findings?
- Vividness in design cues is more effective when combined with structured text.. Project team attributes and community discourse are more impactful when presented together.. Excessive social media 'buzz' can negatively affect funding, especially later in a campaign.
- What research method was used?
- Quantitative analysis of crowdfunding campaign data.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2015 journal from SHAREOK (University of Oklahoma).
- What should I do differently in my next project?
- When developing a crowdfunding campaign, prioritize a cohesive presentation of design elements and social proof. Monitor social media activity closely and adjust engagement strategies as the campaign progresses.
- What are the limitations?
- The study's findings on social media 'buzz' might be context-dependent and could vary based on platform or industry. The optimal balance of 'buzz' may also change over time.