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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

Published in: Design
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I put a spell on you

  1. 1. @chiaraaliotta
  2. 2. RECIPROCITY
 CONSISTENCY SOCIAL PROOF
 LIKING AUTHORITY
 SCARCITY RECIPROCITY LIKING AUTHORITY 6 principles of influence Prof. Robert Cialdini
  3. 3. pəˈsweɪʒən. noun. The act of persuading someone to do something or believe something is true.
  4. 4. 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
  5. 5. 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
  6. 6. Mental 
 Forcing Misdirection Illusions
  7. 7. Physical misdirection Psychological misdirection Perceive + Store + Understand In magic In psychology Secret formula EMBRACE WHITE MAGIC
  8. 8. MISDIRECTION THE TRICK E X P LO I T attentional spotlight B O O S T perception and concentration
  9. 9. MISDIRECTION THE FORMULA Misdirection P E R C E I V E Information architecture
 and frictionless experience
  10. 10. MISDIRECTION EXPLAINED KHENPO SODARGYE by Locomotive Well-organised content Typography hierarchy Smart filtering of complex information PERCEIVE STORE UNDERSTAND
  11. 11. MISDIRECTION THE FORMULA Misdirection P E R C E I V E Information architecture
 and frictionless experience S TO R E Emotion and diversion
  12. 12. MISDIRECTION EXPLAINED CARL NIELSEN by Stupid Studio Set user expectations (sound) Content organisation Reduced visual clutter PERCEIVE STORE UNDERSTAND
  13. 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 U N D E R S TA N D Linguistic fluency
  14. 14. MISDIRECTION EXPLAINED SQUARESPACE CIRCLE by Squarespace Clear organisation Videos to convert Short headlines/keywords PERCEIVE STORE UNDERSTAND
  15. 15. Physical illusion Cognitive illusion Engage + Motivate + Process In magic In psychology Secret formula EMBRACE WHITE MAGIC
  16. 16. 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
  17. 17. ILLUSION THE FORMULA Illusion E N G A G E Perceptual 
 problem-solving
  18. 18. ILLUSION EXPLAINED KIM MOVIE by Oblio Sense of mystery and discovery Sound and interaction Unusual navigation ENGAGE MOTIVATE PROCESS
  19. 19. ILLUSION THE FORMULA Illusion E N G A G E Perceptual 
 problem-solving M OT I VAT E Confirmation bias
  20. 20. KALPA COLLECTION by Dominique Picone Storytelling Unveiling the “invisible” Smooth navigation ENGAGE MOTIVATE PROCESS ILLUSION EXPLAINED
  21. 21. 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
  22. 22. BISKITTY by Taikonauten Storytelling Product customisation Intuitive grouping ENGAGE MOTIVATE PROCESS ILLUSION EXPLAINED
  23. 23. Physical forcing Psychological forcing Trust + Value + Likeability In magic In psychology Secret formula EMBRACE WHITE MAGIC
  24. 24. 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
  25. 25. MENTAL FORCING THE FORMULA Mental Forcing T R U S T Priming 
 and good user experience
  26. 26. MAPLE FROM QUEBEC by Locomotive Mouth-watering images Accessibility Sense of belonging TRUST VALUE LIKEABILITY MENTAL FORCING EXPLAINED
  27. 27. MENTAL FORCING THE FORMULA Mental Forcing T R U S T Priming 
 and good user experience VA L U E Authority
  28. 28. MENTAL FORCING EXPLAINED DON’T BE NUMB by SKYBRUD.DK Valuable content Rewarding perceptual problem-solving Integrity and credibility TRUST VALUE LIKEABILITY
  29. 29. 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
  30. 30. BEYOND BEAUTY by Louis Ansa Voice and sound Testimonials Deep dialogue with the user TRUST VALUE LIKEABILITY MENTAL FORCING EXPLAINED
  31. 31. 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
  32. 32. @chiaraliotta www.untilsunday.it

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