The field of psychology can help us to understand why we love certain experiences and hate others. With it we can explain how the use of language and animated illusions can make us fall in love with an experience and gives us a sense of empowerment. With more skill and a little moral flexibility it’s possible to use what we know about human behaviour to make an experience irresistible to the point of addiction. Beyond that, those who choose to embrace the dark arts fully have learned to confound and control our thinking, making us choose what they want us to choose and even deliberately causing pain that we might think twice before attempting certain actions. Interface incantations will take us on a journey behind the disguise, subterfuge and misdirection, from the joy of simple charms to defence against the dark arts.