One of Thaler’s favourite illustrations of “nudge” dates back to the early 1990s at the Schiphol airport in Amsterdam,
where the floors in the men’s restrooms were getting a little too sticky.
An economist who worked at the airport had the idea to etch an image of a housefly into each urinal just above the drain.
The result was an 80 percent reduction in “spillage.” Sphinx, the manufacturer of the urinals, reported that the fly reduces
clean-up by 20 percent on average. It turns out when men see a target, they want to hit it.
Nudge theory in design can be a remarkable tool or idea. Another good example is from a campaign run on Villiers Street in London
where they looked to reduce littering, the solution was to use nudge theory and turn it into a positive experience. The solution pictured
below saw 38 per cent fewer cigarette butts discarded on the pavements.