This document discusses the use of design to nudge consumers into making better life choices. It explores the science behind nudge design in fields like neuroscience, behavioral economics, and anthropology. The document also discusses how rationalization and advertising can manipulate consumer decision making based on emotion. Design can establish emotional connections to brands to build loyalty. Nudging and default biases are explored as techniques to shape consumer behavior for corporate and social goals. The document advocates for a public ethical framework and considers both benevolent paternalism and allowing for a variety of choices in persuasive design.