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The Role of Game Design in
Addressing Behavioural Change
Paul Coulton
3 Billion
Change
Behaviour
Change
Perception
Persuasive Technology
High
Ability
Low
Ability
High
Motivation
Low
Motivation
Target
Behaviour
D
esired
Trajectory
ofU
ser...
21 Daysor 66 Days

Lally et al
Rhetoric
Pathos
(empathy)
Ethos
(credibility)
Logos
(logic)
CONTEXT
Aristottle
Logos - would utilise facts,
statistics, an...
Rhetoric of Design
Rhetor Audience
Speech
Intent
Expectations
Rhetoric
Graphic Designer Audience
Image
Intent
Expectations
Visual Rhetoric
Rhetoric of Design
Designer Users
Product
Intent
Expectations
Design as Rhetoric
Rhetoric of Design
Richard Buchanan
As a designer, we are cr...
Game
Game Designer Player
Rules
Interaction
Game Design as Rhetoric
Rhetoric of Design
the basic representational mode of
...
Interactive System
Interaction Designer User
System
Logic
Interaction
Interactive Systems as Rhetoric
Rhetoric of Design
C...
Using Rhetoric
Money forgets
Currency Value
Watermark
Transparent
Register
Ultra Violet
Marker
Metallic
Thread
Raised
Lettering
Motion
Th...
Revealing the Underlying System
Congratulations you have added to the
wealth of the local economy by closing a
trading loop.
https://tinyurl.com/2fcpre6
2...
“Game elements aren't the monosodium
glutamate of fun that you can simply add
to an activity to make motivating and
engagi...
Questions
Banksy @mysticmobile
The role of game design in addressing behavioural change (EAD11)
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The role of game design in addressing behavioural change (EAD11)

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Coulton, P 2015, 'The role of game design in addressing behavioural change'. in Proceedings for 11th European Academy of Design Conference. 11th European Academy of Design Conference, Paris, France, 22-24 April.

Published in: Design
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The role of game design in addressing behavioural change (EAD11)

  1. 1. The Role of Game Design in Addressing Behavioural Change Paul Coulton
  2. 2. 3 Billion
  3. 3. Change Behaviour Change Perception
  4. 4. Persuasive Technology High Ability Low Ability High Motivation Low Motivation Target Behaviour D esired Trajectory ofU sers FACILITATOR SPARK SIGNAL SIGNAL The Facilitator is a trigger that also makes the desired behaviour easier to perform. The Signal is a trigger that identifies an appropriate time to perform a particular behaviour for those already motivated to perform that behaviour. The Spark is a trigger that provides the initial inspiration to change behaviour. B.J Fogg
  5. 5. 21 Daysor 66 Days Lally et al
  6. 6. Rhetoric Pathos (empathy) Ethos (credibility) Logos (logic) CONTEXT Aristottle Logos - would utilise facts, statistics, analogies, and logical reasoning. Ethos - would draw upon credibility, reliability, trustworthiness and fairness. Pathos - would appeal to our emotions and draw upon feelings of fairness, love, pity, or even greed, lust, or revenge.
  7. 7. Rhetoric of Design Rhetor Audience Speech Intent Expectations Rhetoric
  8. 8. Graphic Designer Audience Image Intent Expectations Visual Rhetoric Rhetoric of Design
  9. 9. Designer Users Product Intent Expectations Design as Rhetoric Rhetoric of Design Richard Buchanan As a designer, we are creating a persuasive argument that comes to life whenever a user considers or uses a product
  10. 10. Game Game Designer Player Rules Interaction Game Design as Rhetoric Rhetoric of Design the basic representational mode of videogames is “procedurality”, enacted through rule- based representations and interactions and, when used to reveal processes or concepts of another system, present the player with a procedural rhetoric Ian Bogost
  11. 11. Interactive System Interaction Designer User System Logic Interaction Interactive Systems as Rhetoric Rhetoric of Design Coulton
  12. 12. Using Rhetoric
  13. 13. Money forgets Currency Value Watermark Transparent Register Ultra Violet Marker Metallic Thread Raised Lettering Motion Thread Micro Lettering Information Protection PhysicalCurrencyIDataSymbol Flow Time Location DigitalInformation Digital/PhysicalCurrencyDataSymbol
  14. 14. Revealing the Underlying System
  15. 15. Congratulations you have added to the wealth of the local economy by closing a trading loop. https://tinyurl.com/2fcpre6 22 hours ago reply
  16. 16. “Game elements aren't the monosodium glutamate of fun that you can simply add to an activity to make motivating and engaging” Will Wright
  17. 17. Questions Banksy @mysticmobile

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