Wednesday, January 11, 2017

UX propaganda techniques

A good article on propaganda through modern User Experience. Modern propagandist are using this clever tricks to make us buy and use their apps, sites, games and so on. However, this is not limited to software, the same techniques are applied all over the marketplace - from retail shops to online sales. If you intend to use them, make sure people benefit from your products! :)

UX Propaganda make your product addictive


Main points from the article:

Appeal to fear or shame

Prime motivator for taking action. An excerpt:

"
When faced with a threat, people are directed to respond, depending on:

The severity of the threat.
The probability of the threat occurring if no adaptive behavior is performed.
Availability of a solution.
The individual’s ability to execute on the solution.

"


Applications can use this tactics to notify their users about potential threats or make them feel ashamed if they are not actively using the application. One way of influencing the users is through frequent reminders.
This tactic is used my vast majority of big players in app world. Obviously, for a good reason.


Appeal to authority

People have a tendency to trust people they perceive as experts. When pressed by man in lab coats, people are willing to do anything that's required from them, no matter how good or smart that is, and no matter what they see or hear.

There is a well known quote regarding our willing to listen to people we trust and like:
“All other things being equal, people buy from people they know, like, and trust.”

Bandwagon effect

People in large groups and crowds are likely to behave differently from how they ususally behave, when they are alone or in small groups. People start sharing same ideas, same views, same likes and dislikes, and this behavior becomes stronger and stronger.
Tools of trade for this effect:
-Displaying shares and likes from other users
-Displaying reviews from other users

Exaple of bandwagon-driven success:
Facebook



Other techniques covered in the article:

Beautiful People
People are attracted to good looking people.

Black and White fallacy 
(making a false dillema, and limiting the number of options)

Plain folks appoach
Use pretext which implies that opinion presented by the propagandist's is a precise replica of common sense approach.

Loaded language
Stay away from words and phrases that invite uncertainty. 

Repetition
Repetition of same symbol or slogan is very important.

and also

Slogan, Third-party technique, Make your product sticky

All details can be found in the full article.


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