Chapter 5. Changing Behavior by Design
Adam Harrell · 2017
This chapter talks about the process of designing for behavior change, the core elements of human behavior and why they&s;re important, reviews some practical persuasion techniques that will help creative directers create more effective campaigns and methods creative directors can use to help turn actions into habits. Modern social scientists have identified more than 100 unique biases in human behavior that lead to behave irrationally. Since people are irrational, simple facts alone are not enough to change behavior. If creative directors try to trigger a behavior too soon, then creative directors are alienating the audience. It&s;s the idea that people are influenced when the behavior of their peers is made visible/apparent. The same holds true for experience design. As part of the campaign, people created and sold a series of prints that would appeal to the design enthusiast who wanted to help preserve the Eames legacy.