Learn how companies make us feel good about doing what they want. Approaching persuasive design from the dark side, this book melds psychology, marketing, and design concepts to show why we're susceptible to certain persuasive techniques. Packed with examples from every nook and cranny of the web, it provides easily digestible and applicable patterns for putting these design techniques to work. Organized by the seven deadly sins, it includes:
Pride -- use social proof to position your product in line with your visitors' values
Sloth -- build a path of least resistance that leads users where you want them to go
Gluttony -- escalate customers' commitment and use loss aversion to keep them there
Anger -- understand the power of metaphysical arguments and anonymity
Envy -- create a culture of status around your product and feed aspirational desires
Lust -- turn desire into commitment by using emotion to defeat rational behavior
Greed -- keep customers engaged by reinforcing the behaviors you desire
Now you too can leverage human fallibility to create powerful persuasive interfaces that people will love to use -- but will you use your new knowledge for good or evil? Learn more on the companion website, evilbydesign.info.
Most Helpful Customer Reviews
What if you the designer could find a book just like this, but one that would tell a good person how to design for good?
What if such a book would give you, in a single, slim volume, a remarkable compendium of all we have learned about of the art and science of persuasion?
What if that book also ended up enlightening you the consumer as to all the psychological tricks played on you 1500 or 2000 times a day, not only when you're in front of a computer, but in front of the TV or wandering around the local mall?
This is that book.
This book isn't really about evil at all, its about persuasion. Why the unique format? Evil people apply persuation so blatantly that studying their extreme use is a brilliant exercise for those designers who would do good. Designers need only take what the evil-doers are doing, tone it down a bit, and redirect it to their customers' benefit instead of detriment.
This book is a must for every designer's...
Nodder purposely takes an inverted approach to understanding how to create compelling experiences. Using the 7 deadly sins as his structure to discuss the hidden lizard-brain desires inside every one of us, he shows how you can build experiences that get results. This book is intelligent and convincing, and his examples are clear and telling. I've learned a lot about design from this book.
I have no relationship whatever to the author(s) or publishers of this book. I'm just a sometimes-gullible consumer trying to avoid being cheated or duped. Everyone(!) needs to read this book as simple self-defense from crafty marketers who seek to bend, warp or persuade you into buying their widget. Back in the 80's I bought a euro-painting-thing from an infomercial. When I got it I just stared at it and wondered what I'd been thinking when I ordered it. When did I have time to re-paint the entire house? What about the ladders, paint, masking tape and lost weekends that that would require? I just shook my head and put it in a corner of the garage where I wouldn't see it too often. When my wife asked "what's that thing?" I just said "It's something I bought for the house", too ashamed to admit I'd been duped into buying it. It's still there 30 years later. I really wish that I had read a book like this all those years ago. I really needed to know all the tricks that...
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