The Ultimate UX Hook – Anticipatory, Persuasive, and Emotional Design in UX
How do we design products that are irresistible and have an enduring life? Learn about designing products that are attractive and desirable because their design combines several psychological design techniques that create the ultimate UX hook: anticipatory, persuasive, and emotional design.
The next frontier in UX design will embrace the science of advertising and persuasion to forge stronger human connections that drive positive, engaging product experiences.
Does advertising really work? US companies spend around $170 billion on advertising each year, so they seem to think it does. Successful advertising uses a variety of tricks to influence the consumer. They evoke positive memories and emotions that affect our behavior over time and prompt us to buy something at a later date.
Advertising needs to reach the subconscious levels of the brain in order for it to work. People don’t like to think that they’re easily influenced by advertising, but they are. For example, advertising uses happy faces and attractive models looking at or using a product or service. Because we have what behavioral scientists call mirror neurons, the prompt is to mimic the expression of the person in the ad and to imagine our better, more successful selves using the same product.