It is regarded as a subset of UX, but it goes beyond UX and the mechanics of traditional usability. It’s about understanding the emotions that influence people’s behaviour and decision-making, and then acting on that information to design compelling user interactions.Making a rational decision, based on real evidence, consumes a lot of energy in our brains.
As smart as our brains are, they constantly try to find ways to avoid spending energy — or doing real thinking. Instead, it creates shortcuts, that allow us to make quick decisions, that are true, most of the time. Persuasive design seeks to document and utilise our cognitive biases and similar insights from psychology into persuasive patterns so that they can be more easily applied to product design. This is a part of UX design framework that has its roots more in psychology and social science than in design.
- Entry point: Product and services that are simple to use have much greater power to persuade. The final element is luring the customer/users towards the goal in increments, persuading with images, well written copy and quality call to actions and clear signs. The barriers to the goal is an important element here.
- Picture Superiority Effect: Picture Superiority Effect relates to the fact that the human brain learns and retains information much better when it comes in the form of images rather than words and therefore visual sources can have a much greater and more lasting impact than text. This is where the phrase “a picture paints a thousand words” comes from. Allan Paivio (1971) explains this principle with the theory of “dual coding”: that we retain images better than words because they are coded twice in our memory. In digital interfaces page layout, advertisment and packaging all benefits from the strength of images to convey meaning as well as the accompanying copy that may be placed alongside. This helps to scan the page rather than reading each lines. It needs to be memorable which makes conveying message more powerful in process of persuasion.
- Storytelling: Storytelling is an ancient craft, its power is timeless because good stories will always captivate audiences, whatever the medium. UX designers typically tell on-screen stories, weaving narratives to make users invest their emotions in our messages. Vitally, we aim to hook users through their feelings, as opposed to describing our offerings from a functionalist/task-oriented viewpoint. Indeed, good user experience depends on the success of users’ achieving their goals “usability-wise”, but storytelling is the framework we use to reach users. An important factor in story telling stated by BJ Fogg ‘Credibility makes persuasion possible’.
- Framing: The language that we use to frame a decision process also influences people’s perceptions greatly. By manipulating the way we present information can change how users make their informed judgements and decisions. The place where we find this principal widely prevalent is into social twitter and Facebook facilitates ‘social framing’ A target behaviour can be fulfilled if a user can discern that others are performed the behaviour with them.
- Influence: According to BJ Fogg’s believers that influence strategy and tactics, not the interactive product, will be the unit of analysis, or the basic building block of measuring success in the future. We need to be recognised as giving values and compete in a manner that gives us satisfaction. Many communities flourish because of these factors. Consider writing reviews, sharing content, being rewarded for loyalty and participating in a forum as activities that holds true personal value to the user in the community or social network.