Evil by Design
Interaction Design to Lead Us into Temptation
By Chris Nodder
Publisher: Wiley
Final Release Date: May 2013
Pages: 320

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.

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Very insightful book on interaction

By Simon

from New Zealand

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    Comments about oreilly Evil by Design:

    While most of the examples in this book are based on web site design, the points it makes are much more broadly applicable. If you are a designer of interactions (and many of us are, even if we only design the interactions that we personally have with our colleagues and/or clients), this book provides excellent tips on how to design those interactions so that they are effective for all involved. If you are a consumer of interactions or a purchaser of products and services, you can be much more aware of the tricks and features used in interactions and therefore avoid being sucked into situations that you'd rather not be in.

    My only criticism would be that a few of the examples seemed to have been forced to fit into the categories in which they were located, but that criticism is minor and inevitable, given the format of the book that categorises each of the interaction design techniques within one or other of the seven deadly sins.

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