Hello, webdesign1-ga!
After a good scouring of the web, I have compiled a variety of
interesting resources pertaining to persuasive design.
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PAPERS/ARTICLES
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"The Art of Persuasion: American Graphic Design Comes of Age."
http://xroads.virginia.edu/~MA99/piazza/portfolio/adweb/home.html
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"Guiding Users with Persuasive Design: An Interview with Andrew Chak,"
By Christine Perfetti. User Interface Engineering. Mar 01, 2003
http://www.uie.com/articles/chak_interview/
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"Interview with Bryan and Jeffrey Eisenberg of Future Now."
E-consultancy. (scroll down page)
http://www.e-consultancy.com/newsfeatures/newsletter/1980/e-business-briefing-interview-with-bryan-and-jeffrey-eisenberg-of-future-now.html#19955
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"Persuasion Architecture: A Strategy to MAPTM the Selling Process to
the Buying Process." Future Now.
http://www.futurenowinc.com/persuasionarchitecture.pdf
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"Persuasion Design, Information Design and Instruction Design," by
Rune Petterson. International Communication Association, Acapulco,
Mexico, June 1-5, 2000
http://www.idp.mdh.se/forskning/amnen/informationsdesign/publikationer/pdf/Design%20of%20InfSets.pdf
Abstract:
"This paper compares persuasive design, information design, and
instruction design. The main diffrences between these design areas
concern the objectives with the messsages. An information set may be a
book, a paper, a poster, a symbol on a signpost, a webpage, and many
other information products. In each case the designer may have clear
intentions and objectives with the information content. However, it is
always up to the interpreter to conceive or misconceive the available
information, to use or not use it, to use or misuse it."
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"Close the sale with persuasive design," by Jim Kukral. Builder.com.
September 29, 2003 http://builder.com.com/5100-31-5073246.html
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"Design for Persuasion: Five proven techniques for powerful and
effective marketing design," by Sandra J. Blum. June/July 2005
http://www.dynamicgraphics.com/dgm/Article/28433/1763
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"The Power of Persuasion," by Michael Schrage. Innovation. Summer 2004.
http://www.idsa.org/webmodules/articles/articlefiles/Schrage_summer.pdf
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"Persuasive Navigation," by Jeff Lash. Digital Web Magazine. December 17, 2002
http://www.digital-web.com/articles/persuasive_navigation/
"Persuasive navigation is navigation that persuades a user to do
something. That something can be anything that you want the user to do
- buy a product, sign up for a newsletter, or download a game. By
understanding user needs and matching them up with business goals, you
can persuade users to go where you want them to go, making them happy
at the same time.
"Persuasive navigation is one aspect of a site built on persuasive
architecture. A site built to be persuasive needs persuasive
navigation but also needs persuasive copywriting, labeling, visual
design, and structure. Rearchitecting a site to be persuasive is a
large task and, in many cases, may not be possible. Persuasive
navigation can be added in quickly and easily, however, and still have
a big impact on the effectiveness of the site."
Read further..
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"Information/Persuasion," by Katherine McCoy.
http://www.highgrounddesign.com/design/dcessay992.htm
"The best thinkers in graphic design have long held that information
and persuasion were oppositional modes of design, representing the
competing cultures of graphic design and advertising. But I have been
considering the possibility that this long-cherished notion is no
longer pertinent,...."
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"The Golden Rule of Online Persuasion," by Bryan Eisenberg, August 29, 2003
http://www.clickz.com/experts/crm/traffic/article.php/3069571
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"The Five Issues that Persuade Visitors," by Bryan Eisenberg.
Datamation. September 10, 2004.
http://itmanagement.earthweb.com/ecom/article.php/3405251
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"The Color of Money (and Your Site)," by Bryan Eisenberg. June 14, 2002
http://www.clickz.com/experts/crm/traffic/article.php/1364301
"The way you use color in persuasion design is very different from
using color for a personal home page or pushing the outer edge of
design avant-garde..."
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"Power Persuasive Copy to Punch Up Sales," by Bryan Eisenberg.
September 24, 2004. http://www.clickz.com/experts/crm/traffic/article.php/3412131
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"Seductive Design for Web Sites," by Tara Scanlon. User Interface Engineering.
http://www.uie.com/articles/seductive_design/
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"Do You Want to Inform or Persuade?" by Bryan Eisenberg. Conversion Chronicles.
http://www.conversionchronicles.com/page.php?PageID=88&tracking=article_persuasive_architecture
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"Right This Way - Successful search engine marketing no longer stops
at a retail site?s front door - it carries shoppers deep into the
store," by Mary Wagner. Internet Retailer.
http://www.atlasonepoint.com/pdf/internetretailer_article_092004.pdf
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"Incorporating social dimensions in Web-store design." Noam Tractinsky
and V. Srinivasan Rao. Human Systems Management. Issue: Volume 20,
Number 2 / 2001
http://iospress.metapress.com/(ksq4zw45g4sul055qhyzna55)/app/home/contribution.asp?referrer=parent&backto=issue,4,9;journal,17,29;linkingpublicationresults,1:103154,1
(Abstract only)
==
An entire list of articles under the subject "Persuasive Design
Headlines & Stories" can be found on the ReachCustomersOnline website.
There may be some overlap from this list and the references above, but
see what you can find!
http://www.reachcustomersonline.com/content/persuasive_design/index.php
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RESEARCH
=========
The Stanford Web Credibility Project, in conjunction with the
Persuasive Technology Lab, has numerous publications and research
papers that might interest you.
http://credibility.stanford.edu/
"As part of the Persuasive Technology Lab, we are investigating such questions as:
* What causes people to believe (or not believe) what they find on the Web?
* What strategies do users employ in evaluating the credibility of online
sources?
* What contextual and design factors influence these assessments and
strategies?
* How and why are credibility evaluation processes on the Web different from
those made in face-to-face human interaction, or in other offline contexts?
Research
http://credibility.stanford.edu/research.html
Publications
http://credibility.stanford.edu/publications.html
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CASE STUDIES
=============
"Designing to Sell Online: Persuasive Power in Action," by Wendy Winn,
Kati Beck. http://www.stc.org/confproceed/2000/PDFs/00027.PDF
"Electronic commerce promises to radically transform business. To
remain competitive, businesses must address many issues before success
can be realized. Key to the success of ecommerce will be the
effectiveness of the web design interface interacting with consumers.
Our user-centered case study, which received an STC Research Grant
last July, evaluates consumer attitudes to the on-line shopping
experience by observing this interaction. We measure the rhetorical
power of design elements on an e-commerce site by using classical
rhetoric as the theoretical framework for analyzing our results."
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"Save Harry Case Study: Creating a successful campaign." By TechRocks
http://www.techsoup.org/howto/yourstories/webbuilding/page1470.cfm
==
Case Studies are also included in the book, "Call to Action,"
referenced under the book section.
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PAPER FOR PURCHASE
===================
"Making Auto Site Content Persuasive: Persuasion Follows Information
In The Evolution Of Carmaker Web Sites," By Mark Dixon Bünger.
http://www.forrester.com/Research/Document/Excerpt/0,7211,35570,00.html
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BOOKS
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"Submit Now: Designing Persuasive Web Sites," By Andrew Chak. New
Riders Publishing. September 20, 2002
http://safari.informit.com/?XmlId=0-7357-1170-4
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Call to Action: Secret Formulas to Improve Online Results," by Bryan
Eisenberg, Jeffery Eisenberg. Wizard Academy Press (May 9, 2005
http://www.amazon.com/gp/product/1932226397/103-8445796-2655020?v=glance&n=283155&v=glance
"The fundamental idea is that a PERSUASIVE ARCHITECTURE links a
visitor's buying experience to our company's sales process. It bridges
the buy/sell process in a measurable way. If you can influence visitor
behaviour and empathize with visitor motivations, you can influence
results to provide a better experience and more frequent, effective
conversions. The book is filled with illustrative screen dumps of
websites (before and after a change). This is a great benefit of such
a how-to field book on e-commerce improvements. In my opinion, most
e-commerce sites can recover the book's cost price in a few days just
by following one or two of the practical suggestions in the many
diverse case studies."
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"Persuasive Technology: Using Computers to Change What We Think and Do
(The Morgan Kaufmann Series in Interactive Technologies), BY B.J. Fogg
http://www.amazon.com/gp/product/1558606432/103-8445796-2655020?v=glance&n=283155&v=glance
==
I hope you find these references helpful!
Sincerely,
umiat
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