Evil design implementations grouped under the seven deadly sins, with tips on how to use each pattern, and examples from real life and the Web.
- Examples of evil designs from around the Web. Explanation of how each one works and why we fall for it.
- Introduction to the psychology of persuasion explains how our brains are wired to respond to certain sales techniques.
- How-to steps to replicate these patterns on your own site. Learn how to use the same principles either for good or evil.
Continuing the conversation from the Evil by Design book
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“Illuminating, amusing, and a genuine page-turner. Will give you insight into ways you have been tricked and, even better, give you the tools to persuade others either for evil or, if you really must, for good.” —Bruce “Tog” Tognazzini, author of Tog on Interface and Tog on Software Design
“The more I read in @uxgrump’s new book, Evil By Design, the more I like it. Please don’t read it. Then I’ll have a competitive advantage.” —Alan Cooper, author of About Face and The Inmates are Running the Asylum
Learn how companies make us feel good about doing what they want. Approaching persuasive design from the dark side, this book melds psychology, marketing and design concepts to show why we’re susceptible to certain persuasive techniques. Packed with examples from every nook and cranny of the web, the book provides easily digestible and applicable patterns for putting these design techniques to work. Organized by sin, it includes:
- Pride. Use social proof to position your product in line with your visitors’ values.
- Sloth. Build a path of least resistance that leads users where you want them to go.
- Gluttony. Escalate customers’ commitment and use loss aversion to keep them there.
- Anger. Understand the power of metaphysical arguments and anonymity.
- Envy. Create a culture of status around your product and feed aspirational desires.
- Lust. Turn desire into commitment by using emotion to defeat rational behavior.
- Greed. Keep customers engaged by reinforcing the behaviors you desire.
Now you too can leverage human fallibility to create powerful persuasive interfaces that people will love to use – but will you use your new knowledge for good or evil?