Designers have a very unique power, and as Uncle Ben tells us in the original Spiderman movie, with great power comes great responsibility. Using our magic, we are capable of controlling or limiting users’ actions and behaviour, both on a physical and emotional level. The question is: how do we use our skills? Do we deceive our users to achieve some predetermined goal? Do we take advantage of our strengths and knowledge to get what we want from them, no matter the cost?
Persuasive design can be likened to ‘white magic’. It can improve the users’ journey and win us the trust and approval of our target audience, without using black hat design and devious tricks.
Websites used as an example.
Misdirection
http://khenposodargye.org/
https://carlnielsencompetition.com
https://circle.squarespace.com
Illusion
https://kin.movie/#
https://kalpa.parmigiani.com
https://biskitty.com
Mental Forcing
https://maplefromquebec.ca
http://dontbenumb.icrc.org/
https:// beyond-beauty.co
6. B Y PA S S
Cultural Quirks
Gender differences
Personal Traits
Memory
Decision-making
Impulse reactions
I N F L U E N C E
T R I G G E R
Ancestral patterns
and behaviours
THE ART OF PERSUASION
7. I N D I V I D U A L FA C TO R S
cultural background,
personality, gender
N E E D S
how will they use
your product?
KNOW
THY
TARGET G O A L S
what is motivating them
to engage with you?
THE ART OF PERSUASION
14. MISDIRECTION EXPLAINED
CARL NIELSEN
by Stupid Studio
Set user expectations (sound)
Content organisation
Reduced visual clutter
PERCEIVE
STORE
UNDERSTAND
15. MISDIRECTION THE FORMULA
Misdirection
P E R C E I V E
Information architecture
and frictionless experience
S TO R E
Emotion and diversion
U N D E R S TA N D
Linguistic fluency
26. MENTAL FORCING THE TRICK
R E W R I T E
spectator’s vague memories
D E V E LO P
decision making by using
the mere-exposure effect
27. MENTAL FORCING THE FORMULA
Mental Forcing
T R U S T
Priming
and good user experience
28. MAPLE FROM QUEBEC
by Locomotive
Mouth-watering images
Accessibility
Sense of belonging
TRUST
VALUE
LIKEABILITY
MENTAL FORCING EXPLAINED
29. MENTAL FORCING THE FORMULA
Mental Forcing
T R U S T
Priming
and good user experience
VA L U E
Authority
30. MENTAL FORCING EXPLAINED
DON’T BE NUMB
by SKYBRUD.DK
Valuable content
Rewarding perceptual problem-solving
Integrity and credibility
TRUST
VALUE
LIKEABILITY
31. MENTAL FORCING THE FORMULA
Mental Forcing
T R U S T
Priming
and good user experience
VA L U E
Authority
L I K E A B I L I T Y
Homophily
32. BEYOND BEAUTY
by Louis Ansa
Voice and sound
Testimonials
Deep dialogue with the user
TRUST
VALUE
LIKEABILITY
MENTAL FORCING EXPLAINED
33. EMBRACE WHITE MAGIC
M I S D I R E C T I O N
Perceive + Store + Understand
I L L U S I O N
Engage + Motivate + Process
M E N TA L F O R C I N G
Trust + Value + Likeability