Author: Viktoria Rest

The principles of persuasive design are grounded in psychology and sociology. This way of influence works not only in user interface designs or commercials but also in ethical questions. Persuasive design is based on human habits and actions, offering a guide to the way in which people act. This guidance is applied in many different design disciplines, to bring users to a certain goal, which has to always indicate goodwill, not making them do something they won’t do. Examples of positive nudging are the reduction of animal-based food, engaging people to do sports, or guiding people to reduce or stop smoking. The nudging theory is based on cognitive biases, motivation, and a positive drive. Nudges are generally described as cost-efficient actions, that still leave the user to their freedom of choice but indicates an influenced push into a certain direction. 

Next to all the positive effects nudging and persuasive design can achieve, it’s also easily possible to turn the principle around and influence consumers in a negative and unethical way. This is the case if the nudge won’t give the user/consumer the freedom of choice or influence to do something that’s negative. An example of a negative nudge is the candy bar near the cash register in every supermarket. It influences people to buy unhealthy snacks last minute, so most of the time they can’t rethink their choice and make an unplanned purchase. In this case, the nudge is negative for the consumer, but positive for the providing company. 

To avoid misuse it’s important that the indicator of the nudge keeps a transparent role. As nudging or persuasive design has positive and negative effects it’s always important as a designer to reflect on who the nudge will target and what the outcome will be.

www.effectiviology.com/nudge/

www.uxdesign.cc/persuasive-design-nudging-users-in-the-right-direction-5af4a6f8c06f

www.medium.com/better-marketing/nudging-vs-covert-persuasion-are-your-marketing-tactics-ethical

Norman describes the value of a positive experience, as something that the human mind can memorize better, and through that experience, it is also easier to learn new behaviors. The human mind connects positive experiences to learn and understand the environment better. From negative experiences, we master to not make the same mistakes again. This is not only important information when it comes to creating a new interface design but also for many other design disciplines. The three dimensions of design consist of visceral, behavioral, and reflective design.  

The term ‘Emotional Design’ was first mentioned by Don Norman and describes a positive connection between the user and a certain product/service or advertisement. That means the user or consumer goes through these three steps before he or she is attached to a product or not. 

Visceral Design: 

Visceral Design describes the first touch with a product or service, it’s the first impression a new tool gives us. This experience can already generate an instant and strong feeling for the product or service. 

Behavioral Design 

The behavioral aspect describes how well the product functions and how familiar the user interacts with it. But not only in product design behavioral aspects are crucial. Design is also able to change and guide the user in a certain direction. 

Reflective Design: 

In the last dimension of emotion, the user reflects on the experience. This phase is about how the product or service felt and what the user gained from it. As described, it depends on the positive or negative occurrence the user met, if the product or service passes the test. 

www.medium.com/@yujsocial/what-is-emotional-design-d091c383c6ee