The Power of 'Perceived Benefit': Kinesio Tape and Other Curiosities

Kinesio Tape was mentioned in NPR's health blog, Shots, and as a therapist it caught my attention. The article, entitled "Kinesio Tape Plasters Olympians, But Not All The Science Sticks", discusses the increased use of the product and questions the validity of its claims.

As a clinician, I would venture to say that most therapists see Kinesio tape not as curative, but as a treatment modality. It is one of many methods used to treat a patient depending on various factors, including the diagnosis and patient compliance. Some patients do experience benefits from the support taping provides, which allows them to return to peak performance more quickly, and some do not.

Whenever I see ads in trade publications for Kinesio Tape training clinics, I think about what a big business this product is, between profits from clinics, to the fees for their intensive training seminars, to the unpaid endorsement provided by professional and olympic athletes seen wrapped in Kinesio Tape during competition.

All of this is fascinating, especially when you get to the last few paragraphs of the article...

Even Good [international director of the Kinesio Holding Corporation]admits that the science hasn't caught up with the anecdotal evidence and the results that athletes have seen with Kinesio tape. But Powell [associate professor of sports medicine at the University of Utah School of Medicine] says that in the athletic community, a lack of hard evidence may not even matter.

"Anything that [athletes] perceive as an edge, they'll try, whether it's scientific or not. And the athletes are convinced that [Kinesio tape] is really helpful," she says. "It wouldn't be the worst placebo in the world; it's not doing any harm."

Of course one could argue that the actual harm lies in the false sense of security provided by a modality that hasn't been clinically proven to benefit the user in the way in which it claims. 

Still we look to find a reason to believe.

We subscribe to certain diets, embrace the latest exercise crazes (shake weights?), take the newest 'miracle' supplements, and believe in the healing powers of countless non-evidenced based treatments.

Here is where my design thinking starts to kick in. Caution, worlds are colliding.

Do things sometimes work better because we want them to? Does wishful thinking play a role in a product's success? Clearly to some degree, the answer is yes. Clever marketing, branding, and even packaging all help in shaping our perceptions of products and services. However, the real driver in the case of products like Kinesio Tape is the power of innate human motivation, and perhaps psychosomatic influence resulting from the placebo effect.

So why is Kinesio Tape such a successful concept? What lends to such a strong perceived benefit? Here are my observations...

1. Some evidence of legitimate science

In the case of Kinesio Tape, the method of tape application is based on the anatomy of our joints, tendons, muscles and ligaments. It mimics lines of pull, agonistic and antagonistic movements, and range of motion. I don't doubt that there is some scientific foundation behind the development of Kinesio Tape, given the anatomical rationale behind the product's clinical application. 

2. Engages the senses

It resonates on a sensory level, giving us immediate feedback during our every movement. One can feel the pull of the tape on the skin, and the pressure it applies to the body. It seems that if nothing else, the tape increases body awareness as it draws attention to movement patterns and anatomy. The bright colors grab your attention, almost showcasing your battle wounds with pride and flair. 

3. Minimally invasive

It doesn't require a prescription, or a medical procedure. Being an over the counter product makes it much less intimidating.

4. Positive associations

We see it on professional athletes and olympians in radiant neon colors. Its a lot less bulky and restrictive than a brace, splint or sling, and not associated with severe injuries. 

5. Expertise required

Kinesio Tape is applied by a trained professional, giving the patient a much greater sense of security and thus significantly adding both real and perceived benefit.

Obviously, understanding the different aspects of motivation, perception, and actual benefit, can inform design strategy. Ideally, it would be nice to see 'actual benefit' be the priority.