Persuasive and Emotional Design

What you will learn

Recognize and respond to users’ emotional reactions

• Understand the main types of emotional reactions to designs
• Create a positive first impression
• Put users in a state of cognitive ease
• Build trust with users to improve credibility

Reduce decision-making difficulty for users

• Understand the factors that make it difficult to make choices
• Help users differentiate between alternatives
• Improve satisfaction and reduce regret

Increase user motivation and satisfaction

• Accommodate the fundamental human motivations
• Create designs to facilitate autonomy

Leverage cognitive biases to assist and protect users

• Protect users from potential confusion or dissatisfaction
• Help users recognize what they are looking for

Ethically persuade users to your way of thinking

• Encourage future behavior based on past behavior
• Motivate users to give something back by giving them something first
• Leverage the voice of others to bring credibility
• Proactively avoid tricking users with deceptive (dark) design patterns