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.

1. The Role of Game Design in
Addressing Behavioural Change
Paul Coulton

2. 3 Billion

4. Change
Behaviour
Change
Perception

5. 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

6. 21 Daysor 66 Days
Lally et al

7. 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.

8. Rhetoric of Design
Rhetor Audience
Speech
Intent
Expectations
Rhetoric

9. Graphic Designer Audience
Image
Intent
Expectations
Visual Rhetoric
Rhetoric of Design

10. 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

11. 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

12. Interactive System
Interaction Designer User
System
Logic
Interaction
Interactive Systems as Rhetoric
Rhetoric of Design
Coulton

13. Using Rhetoric

14. 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

15. Revealing the Underlying System

16. Congratulations you have added to the
wealth of the local economy by closing a
trading loop.
https://tinyurl.com/2fcpre6
22 hours ago reply

17. “Game elements aren't the monosodium
glutamate of fun that you can simply add
to an activity to make motivating and
engaging” Will Wright

18. Questions
Banksy @mysticmobile