The third 48-Hour T-Shirt is now no longer available. That’s the design, above: White on a red American Apparel 4.3-ounce fine cotton athletic fit T.
I can’t name a favorite design from this project, since I loved them all, but since I came up with the ideas that inspired the designers, I think I’m allowed to say which one was, in my opinion, my best idea, and it’s this one:
Veladone-Rx is a made-up drug name used in an experiment about pricing and the placebo effect. You already know I have a thing for imaginary brands, so I’m particularly excited to offer you the opportunity to advertise this non-existent product drawn directly from — of all places — the world of behavioral psychology studies.
A summary of the research inspiring the design, below, is also available in PDF form, here.
Subjects read a brochure explaining what a great painkiller Veladone is, and that it cost $2.50 a pill. After a dose, almost all subjects experienced less pain (from electric shocks). In reality, Veladone was merely Vitamin C. Here, then, was the placebo effect in action.
Then the experiment was repeated – this time a group of subjects were told that Veladone cost just 10 cents a pill. Under that circumstance, the result was much less impressive: Only about half the subjects experienced pain relief.
The moral, evidently, is that we get what we pay for – even when we’re just paying for a placebo.
Design by Angie Smith, MFA student in advertising design at Savannah College of Art and Design.
The T-shirt Veladone-RX is available until 10 a.m. Eastern, Wednesday December 17. Time’s up! Direct inquiries about your order to the designer directly, at: firstname.lastname@example.org.
The aim of The 48-Hour T-shirt Project is to prod consumers to think more about our own behavior, about how we can be manipulated, and about how we manipulate ourselves. Yes, doing this by way of products may be seen as either ironic, clever, or hypocritical. That’s (part of) the point.
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The 48-Hour T-Shirt Project is proudly sponsored by The Murketing Organization, and Buying In: The Secret Dialogue Between What We Buy and Who We Are, recently named one of the five top nonfiction books of 2008 by Salon; one of the 10 best business books of the year by Fast Company, and recommended by Core77 as one of its 77 gifts under $77.