1. health behavior
designing for persuasive
behavior change
Stanford Persuasive Technology Lab
Fogg Behavior Grid
captology.stanford.edu
Stephanie J. Carter
designer | lemontrail.com
Ver. 1.0

2. What type of behavior do you want to do?
green blue purple gray black
(new) (familiar) (increase) (decrease) (stop)
For how long?
dot
(one time)
span
(specific
duration)
path
(permanent
change)
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu
“There are 5 types of behavior and 3 durations. That
Ver. 1.0
makes 15 different means of behavior change”

3. green dot
new behavior,
one time
Ver. 1.0
“Eat dried seaweed
for a snack today”
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu

4. green span
new behavior,
period of time
Ver. 1.0
“Attend Bikram yoga
every day for 2 weeks”
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu

5. green path
new behavior,
forever
Ver. 1.0
“Start growing some of your own
produce from now on”
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu

6. blue dot
familiar behavior,
one time
Ver. 1.0
“Floss before bed tonight” Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu

7. blue span
familiar behavior,
period of time
Ver. 1.0
“Drink water each
morning for a month”
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu

8. blue path
familiar behavior,
forever
Ver. 1.0
“Wear sunscreen every day
from now on”
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu

9. purple dot
increase behavior,
one time
Ver. 1.0
“Increase mindfulness
at lunch today”
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu

10. purple span
increase behavior,
period of time
Ver. 1.0
“Increase sleep duration to 8 hours
every night this week”
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu

11. purple path
increase behavior,
forever
Ver. 1.0
“Increase quality time spent with friends
and family from now on”
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu

12. gray dot
decrease behavior,
one time
Ver. 1.0
“Eat only half
a hamburger tonight”
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu

13. gray span
decrease behavior,
period of time
Ver. 1.0
“Reduce smoking to 1 cigarette
per day this week”
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu

14. gray path
decrease behavior,
forever
Ver. 1.0
“Decrease coffee consumption
from now on”
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu

15. black dot
stop behavior,
one time
Ver. 1.0
“Don’t buy icecream
on this shopping trip”
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu

16. black span
stop behavior,
period of time
Ver. 1.0
“Stop discussing work matters over dinner
for the next month”
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu

17. black path
stop behavior,
forever
Ver. 1.0
“Stop eating fast food
from now on”
Stephanie J Carter | lemontrail.com
Stanford Persuasive Technology Lab | Fogg Behavior Grid
captology.stanford.edu