03
The art of persuasion
using creative digital
design to drive sales
May 20, 2023
3 Mins Read
Understanding user behavior and meeting their expectations are key considerations in the field of design. Designers are particularly intrigued by the eccentricity of human behavior, which drives their curiosity to uncover what influences users to choose one product over another.
On why they spend more time on certain websites, or why they require different levels of options to make decisions. This is where the concept of persuasive design becomes relevant.
Designers recognize that predicting and analyzing user behavior is a pivotal aspect of their work. In a rapidly evolving digital landscape, where user perceptions are constantly evolving, designers must employ persuasive design techniques to engage their audience with the brand.
Persuasive design involves utilizing psychological and sociological insights, such as motivations and cognitive biases, and transforming them into frameworks and patterns that can be implemented in product design.
By leveraging these insights, persuasive design enables a deeper understanding of how mental processes influence human behavior and how these principles can be effectively applied to create impactful designs.
UX/UI designers often employ six key persuasive principles to enrich user experiences. These principles, namely framing, reciprocity, scarcity, social proof, authority, and salience, play a significant role in persuasive design.
Now, let’s delve into each of these principles to gain a more comprehensive understanding of their impact on design.
Framing
Designers use the framing principle to present options in a comparative manner, helping users make informed decisions. For instance, websites may display different payment options side by side, enabling customers to choose the most suitable one.
Reciprocity
It involves the principle of returning favors, creating a sense of obligation. When someone does something for us, we often feel compelled to reciprocate, even if it’s just expressing gratitude.
Scarcity
The scarcity principle suggests that limited availability or time constraints increase the perceived value of a product or service. Creating a sense of urgency encourages users to make decisions more swiftly.
Social Proof
People tend to follow the actions of others. Displaying customer feedback and reviews on a website helps establish social proof, alleviating user anxiety and providing reassurance.
Authority
By leveraging the authority principle, designers highlight recommendations from experts or trusted sources. This enhances credibility and influences users to take action based on the expertise and knowledge presented.
Salience
The salience principle emphasizes the importance of focusing on what is most relevant to users at a given moment. Designers prioritize essential elements to capture users’ attention and guide their decision-making process.
Surprisingly, persuasive principles have a substantial impact on the decisions people make, even if they are not consciously aware of it. When making choices, individuals typically consider three key questions: “How much time and effort will it require?”, “What is the cost?”, and “What are the benefits for me?”.