Reverse graffiti is a street art technique that uses a high-pressure hose instead of a spray can to create images.
By removing dirt and grime rather than adding paint, the artist reveals a temporary silhouette. The contrast between clean and dirty does all the work. Nothing new is added β it's about subtraction.
Behavioural influence can work the same way.
We often assume we need to add things to shift behaviour β more messaging, more incentives, more initiatives.
But sometimes, itβs about removing whatβs in the way. Friction, noise, clutter, confusion.
Whether itβs a customer struggling to complete a purchase or a colleague unsure how to act on feedback, clarity can come from subtraction.
Instead of assuming you and they need to do more to change behaviour, doing less might be the answer.
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