The seven sins are all around us, easy to spot. But the designsthat apply the underlying behavioral forces that underpin the sinsare harder to discern. That's why we need this book."
From the foreword by Don Norman, author of Design ofEveryday Things
Better read this book before your neighbor goes and pulls a fastone on you. If this appeal to fear isn't enough, then maybe greedwill do the trick: any website will make lots of money by followingthe guidelines in this book, even if you don't go all the way tobecome truly evil."
Jakob Nielsen, author of Designing Web Usability andMobile Usability
Illuminating, amusing, and a genuine page-turner...this bookwill give you insight into ways you have been tricked and, evenbetter, give you the tools to persuade others either for evil or,if you really must, for good."
Bruce "Tog" Tognazzini, Principal, Nielsen Norman Group,mad scientist, and former Apple employee #66
How to make customers feel good about doing what you want
Approaching persuasive design from the dark side, this bookmelds psychology, marketing, and design concepts to show why we'resusceptible to certain persuasive techniques. Packed with examplesfrom every nook and cranny of the web, it provides easilydigestible and applicable patterns for putting these designtechniques to work. Organized by the seven deadly sins, itincludes:
Pride use social proof to position your product in linewith your visitors' values
Sloth build a path of least resistance that leads userswhere you want them to go
Gluttony escalate customers' commitment and use lossaversion to keep them there
Anger understand the power of metaphysical arguments andanonymity
Envy create a culture of status around your product andfeed aspirational desires
Lust turn desire into commitment by using emotion todefeat rational behavior
Greed keep customers engaged by reinforcing the behaviorsyou desire
Now you too can leverage human fallibility to create powerfulpersuasive interfaces that people will love to use but willyou use your new knowledge for good or evil? Learn more on thecompanion website, evilbydesign.info.