Persuasive design presentation
Transcript of Persuasive design presentation
![Page 2: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/2.jpg)
Applying psychology to the web
![Page 3: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/3.jpg)
Never try and trick usersIt leads to anger and buyers remorse
![Page 4: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/4.jpg)
Nudge usersTowards doing what they want to do now and with you.
![Page 5: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/5.jpg)
Get to know your users
![Page 6: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/6.jpg)
![Page 7: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/7.jpg)
I am Donald Trump.I want to be president.So I can build a big wall.
![Page 8: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/8.jpg)
![Page 9: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/9.jpg)
![Page 10: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/10.jpg)
Six tools of persuasionReciprocation, commitment, social proof, authority, scarcity, framing
![Page 11: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/11.jpg)
Building trust online
![Page 12: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/12.jpg)
Building trust with social proofReviews, testimonials, ratings, celebrity, social media, video.
![Page 13: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/13.jpg)
Tell storiesAbout customers, the experience, your people, your company.
![Page 14: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/14.jpg)
Be humanShow your people, admit mistakes, speak like a human.
![Page 15: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/15.jpg)
Be availablePhone, email, live chat, social media.
![Page 16: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/16.jpg)
Be directDon’t avoid the questions you don’t want to answer.
![Page 17: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/17.jpg)
Remove risk
![Page 18: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/18.jpg)
Writing persuasive copy
![Page 19: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/19.jpg)
Front loadGet to the point! Don’t bury the lead.
![Page 21: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/21.jpg)
Writing better copyConversational, straightforward, jargon free, focus on benefits
![Page 22: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/22.jpg)
Use the first & second person
As well as ensuring students make the most of their potential through their academic studies, the University of Essex also provides an environment which caters for all of the needs of its students through providing a range of accommodation, catering facilities, an active Students’ Union, sport and the arts.
![Page 23: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/23.jpg)
Use the first & second personStudent life is about more than just studying. We support you with everything you’ll be looking for: from accommodation and catering through to an active Students’ Union, great sports facilities and an engaging arts programme.
![Page 24: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/24.jpg)
Four step formula— What I’ve got for you
— What it’s going to do for you
— Who am I?
— What you need to do next
![Page 25: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/25.jpg)
Designing better calls to action
![Page 26: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/26.jpg)
Lay the groundwork
![Page 27: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/27.jpg)
Offer an incentive
![Page 28: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/28.jpg)
A small number of distinct actions
![Page 29: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/29.jpg)
Use active urgent language
![Page 30: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/30.jpg)
Get the position right
![Page 31: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/31.jpg)
Understanding how we scan
![Page 32: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/32.jpg)
Use negative space
![Page 33: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/33.jpg)
Use contrasting colours
![Page 34: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/34.jpg)
Make it big!
![Page 35: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/35.jpg)
Have it everywhere
![Page 36: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/36.jpg)
Remove distractionsRemove, hide, shrink
![Page 37: Persuasive design presentation](https://reader031.fdocumento.com/reader031/viewer/2022020119/589daef01a28ab21728b6047/html5/thumbnails/37.jpg)
Final thoughts— Tricking people is a false economy.
— Persuade them to take action now.
— Persuade them to take action with you.
— Persuasive design is about visual design, copywriting
and calls to action.
— Focus on building trust.
— Get to know your users.