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How design can influence behaviour

“As a designer you have the power to change people’s mindsets and steer behaviour.”

Human behaviour is affected by various forms of persuasion. Understanding the components that make for a persuasive message is a critical focus of professions ranging from advertising to politics and even public health. e.g.- A major goal for advertising is to have an enduring emotional impact on an audience to influence them to buy the product. This is achieved through a process of co-creation in which consumers integrate advertising content with their own attitudes, beliefs, and values to produce the meaning of belonging with the product.

In the field of UX design, understanding these principles is equally necessary. There are 3 main drivers of persuasion:

  • Need to Belong
  • Power of Stories
  • Carrots and Sticks

Importance of Memory in Design

While there are many factors considered to determine our interactions with the outside world, one of the most important is memory. Without memory, we could not determine, process or recognize or rate our experiences as good or bad. The memory of how a brand treats you is one of the crucial factors in a customer’s decision-making process.

The human brain has the tendency to remember the start and endpoints of any experience. This phenomenon is called primacy and recency. These should be considered when designing an experience for the user. Similarly, Miller’s law, recognition principles in case of long-term memory and among others should be used when designing.