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

1. @chiaraaliotta

4. RECIPROCITY
CONSISTENCY
SOCIAL PROOF
LIKING
AUTHORITY
SCARCITY
RECIPROCITY
LIKING
AUTHORITY
6 principles of influence Prof. Robert Cialdini

5. pəˈsweɪʒən. noun.
The act of persuading someone to do something or believe something is true.

6. 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

7. 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

8. Mental
Forcing
Misdirection Illusions

9. Physical misdirection
Psychological misdirection
Perceive + Store + Understand
In magic
In psychology
Secret formula
EMBRACE WHITE MAGIC

10. MISDIRECTION THE TRICK
E X P LO I T
attentional spotlight
B O O S T
perception and concentration

11. MISDIRECTION THE FORMULA
Misdirection
P E R C E I V E
Information architecture
and frictionless experience

12. MISDIRECTION EXPLAINED
KHENPO SODARGYE
by Locomotive
Well-organised content
Typography hierarchy
Smart filtering of complex information
PERCEIVE
STORE
UNDERSTAND

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

14. MISDIRECTION EXPLAINED
CARL NIELSEN
by Stupid Studio
Set user expectations (sound)
Content organisation
Reduced visual clutter
PERCEIVE
STORE
UNDERSTAND

15. 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

16. MISDIRECTION EXPLAINED
SQUARESPACE CIRCLE
by Squarespace
Clear organisation
Videos to convert
Short headlines/keywords
PERCEIVE
STORE
UNDERSTAND

17. Physical illusion
Cognitive illusion
Engage + Motivate + Process
In magic
In psychology
Secret formula
EMBRACE WHITE MAGIC

18. 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

19. ILLUSION THE FORMULA
Illusion
E N G A G E
Perceptual
problem-solving

20. ILLUSION EXPLAINED
KIM MOVIE
by Oblio
Sense of mystery and discovery
Sound and interaction
Unusual navigation
ENGAGE
MOTIVATE
PROCESS

21. ILLUSION THE FORMULA
Illusion
E N G A G E
Perceptual
problem-solving
M OT I VAT E
Confirmation bias

22. KALPA COLLECTION
by Dominique Picone
Storytelling
Unveiling the “invisible”
Smooth navigation
ENGAGE
MOTIVATE
PROCESS
ILLUSION EXPLAINED

23. 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

24. BISKITTY
by Taikonauten
Storytelling
Product customisation
Intuitive grouping
ENGAGE
MOTIVATE
PROCESS
ILLUSION EXPLAINED

25. Physical forcing
Psychological forcing
Trust + Value + Likeability
In magic
In psychology
Secret formula
EMBRACE WHITE MAGIC

26. 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

27. MENTAL FORCING THE FORMULA
Mental Forcing
T R U S T
Priming
and good user experience

28. MAPLE FROM QUEBEC
by Locomotive
Mouth-watering images
Accessibility
Sense of belonging
TRUST
VALUE
LIKEABILITY
MENTAL FORCING EXPLAINED

29. MENTAL FORCING THE FORMULA
Mental Forcing
T R U S T
Priming
and good user experience
VA L U E
Authority

30. MENTAL FORCING EXPLAINED
DON’T BE NUMB
by SKYBRUD.DK
Valuable content
Rewarding perceptual problem-solving
Integrity and credibility
TRUST
VALUE
LIKEABILITY

31. 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

32. BEYOND BEAUTY
by Louis Ansa
Voice and sound
Testimonials
Deep dialogue with the user
TRUST
VALUE
LIKEABILITY
MENTAL FORCING EXPLAINED

33. 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

34. @chiaraliotta
www.untilsunday.it