I put a spell on you

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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

Design

RECIPROCITY 
CONSISTENCY
SOCIAL PROOF 
LIKING
AUTHORITY 
SCARCITY
RECIPROCITY
LIKING
AUTHORITY
6 principles of inﬂuence Prof. Robert Cialdini

pəˈsweɪʒən. noun.
The act of persuading someone to do something or believe something is true.

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

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

Physical misdirection
Psychological misdirection
Perceive + Store + Understand
In magic
In psychology
Secret formula
EMBRACE WHITE MAGIC

MISDIRECTION THE TRICK
E X P LO I T
attentional spotlight
B O O S T
perception and concentration

MISDIRECTION THE FORMULA
Misdirection
P E R C E I V E
Information architecture 
and frictionless experience

MISDIRECTION EXPLAINED
KHENPO SODARGYE
by Locomotive
Well-organised content
Typography hierarchy
Smart ﬁltering of complex information
PERCEIVE
STORE
UNDERSTAND

MISDIRECTION THE FORMULA
Misdirection
P E R C E I V E
Information architecture 
and frictionless experience
S TO R E
Emotion and diversion

MISDIRECTION EXPLAINED
CARL NIELSEN
by Stupid Studio
Set user expectations (sound)
Content organisation
Reduced visual clutter
PERCEIVE
STORE
UNDERSTAND

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

MISDIRECTION EXPLAINED
SQUARESPACE CIRCLE
by Squarespace
Clear organisation
Videos to convert
Short headlines/keywords
PERCEIVE
STORE
UNDERSTAND

Physical illusion
Cognitive illusion
Engage + Motivate + Process
In magic
In psychology
Secret formula
EMBRACE WHITE MAGIC

ILLUSION THE TRICK
E X P LO I T
the predictive hypotheses  
of early visual processing
I N VO LV E
higher cortical area
of the brain

ILLUSION THE FORMULA
Illusion
E N G A G E
Perceptual  
problem-solving

ILLUSION EXPLAINED
KIM MOVIE
by Oblio
Sense of mystery and discovery
Sound and interaction
Unusual navigation
ENGAGE
MOTIVATE
PROCESS

ILLUSION THE FORMULA
Illusion
E N G A G E
Perceptual  
problem-solving
M OT I VAT E
Confirmation bias

KALPA COLLECTION
by Dominique Picone
Storytelling
Unveiling the “invisible”
Smooth navigation
ENGAGE
MOTIVATE
PROCESS
ILLUSION EXPLAINED

ILLUSION THE FORMULA
Illusion
E N G A G E
Perceptual  
problem-solving
M OT I VAT E
Confirmation bias
P R O C E S S
Perceptual grouping

BISKITTY
by Taikonauten
Storytelling
Product customisation
Intuitive grouping
ENGAGE
MOTIVATE
PROCESS
ILLUSION EXPLAINED

Physical forcing
Psychological forcing
Trust + Value + Likeability
In magic
In psychology
Secret formula
EMBRACE WHITE MAGIC

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

MENTAL FORCING THE FORMULA
Mental Forcing
T R U S T
Priming  
and good user experience

MAPLE FROM QUEBEC
by Locomotive
Mouth-watering images
Accessibility
Sense of belonging
TRUST
VALUE
LIKEABILITY
MENTAL FORCING EXPLAINED

MENTAL FORCING THE FORMULA
Mental Forcing
T R U S T
Priming  
and good user experience
VA L U E
Authority

MENTAL FORCING EXPLAINED
DON’T BE NUMB
by SKYBRUD.DK
Valuable content
Rewarding perceptual problem-solving
Integrity and credibility
TRUST
VALUE
LIKEABILITY

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

BEYOND BEAUTY
by Louis Ansa
Voice and sound
Testimonials
Deep dialogue with the user
TRUST
VALUE
LIKEABILITY
MENTAL FORCING EXPLAINED

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

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4. RECIPROCITY  CONSISTENCY SOCIAL PROOF  LIKING AUTHORITY  SCARCITY RECIPROCITY LIKING AUTHORITY 6 principles of inﬂuence Prof. Robert Cialdini

5. pəˈsweɪʒən. noun. The act of persuading someone to do something or believe something is true.

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

8. Mental   Forcing Misdirection Illusions

9. Physical misdirection Psychological misdirection Perceive + Store + Understand In magic In psychology Secret formula EMBRACE WHITE MAGIC

10. MISDIRECTION THE TRICK E X P LO I T attentional spotlight B O O S T perception and concentration

11. MISDIRECTION THE FORMULA Misdirection P E R C E I V E Information architecture  and frictionless experience

12. MISDIRECTION EXPLAINED KHENPO SODARGYE by Locomotive Well-organised content Typography hierarchy Smart ﬁltering of complex information PERCEIVE STORE UNDERSTAND

13. MISDIRECTION THE FORMULA Misdirection P E R C E I V E Information architecture  and frictionless experience S TO R E Emotion and diversion

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

16. MISDIRECTION EXPLAINED SQUARESPACE CIRCLE by Squarespace Clear organisation Videos to convert Short headlines/keywords PERCEIVE STORE UNDERSTAND

17. Physical illusion Cognitive illusion Engage + Motivate + Process In magic In psychology Secret formula EMBRACE WHITE MAGIC

18. ILLUSION THE TRICK E X P LO I T the predictive hypotheses   of early visual processing I N VO LV E higher cortical area of the brain

19. ILLUSION THE FORMULA Illusion E N G A G E Perceptual   problem-solving

20. ILLUSION EXPLAINED KIM MOVIE by Oblio Sense of mystery and discovery Sound and interaction Unusual navigation ENGAGE MOTIVATE PROCESS

21. ILLUSION THE FORMULA Illusion E N G A G E Perceptual   problem-solving M OT I VAT E Confirmation bias

22. KALPA COLLECTION by Dominique Picone Storytelling Unveiling the “invisible” Smooth navigation ENGAGE MOTIVATE PROCESS ILLUSION EXPLAINED

23. ILLUSION THE FORMULA Illusion E N G A G E Perceptual   problem-solving M OT I VAT E Confirmation bias P R O C E S S Perceptual grouping

24. BISKITTY by Taikonauten Storytelling Product customisation Intuitive grouping ENGAGE MOTIVATE PROCESS ILLUSION EXPLAINED

25. Physical forcing Psychological forcing Trust + Value + Likeability In magic In psychology Secret formula EMBRACE WHITE MAGIC

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

34. @chiaraliotta www.untilsunday.it

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