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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

Mental
Forcing
Misdirection Illusions

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

@chiaraliotta
www.untilsunday.it