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.