Tag Archives: persuasive design

anything_beauty_loreal Demo UX Cases

Case Study: The Emotional Pull of Beauty Brands

We recently wrote about how beauty brands seduce you with emotional design. It was great fun to look at different beauty brands, identify emotional concepts on their websites and make assumptions on how they draw us in. To back up our findings, we invited people to participate in a test case. Now the results are in and it’s even more fun to see how they underpin our hypothesis. Feedback from about 100 participants shows that beauty brands really do appeal to our emotions – but not only to seduce us, also to build their brand and make us trust them.

For clarity, let’s quickly recall the brands that were included in the test: Nivea, Olay, Dove, L’Oréal Paris, Clinique, Garnier and Axe. We gave people the following three tasks for each website:

  • “Click on the elements that you think ‘build’ the brand.”;
  • “Click on the elements that make you trust this brand.” and
  • “Mark the elements that appeal to you and let us know how you feel about them.”

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Persuasive design according to Cialdini’s 6 principles – pt2 Design

Persuasive design according to Cialdini’s 6 principles – pt2

Persuasion is an attempt to change attitude or behavior (or both) without using coercion or deception
—BJ Fogg, 2003

This is my second post on the persuasive selling techniques of Cialdini, design, and user-testing. I talked about the first three principles in my first post in detail, and will talk about the last three principles here. Last time I wrote:

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Persuasive design according to Cialdini’s 6 principles – pt1 Design

Persuasive design according to Cialdini’s 6 principles – pt1

Persuasion is an attempt to change attitude or behavior (or both) without using coercion or deception
—BJ Fogg, 2003

If you’re into website testing, you may have read about psychological persuasion techniques and maybe even read the book Influence: The Psychology of Persuasion from Robert Cialdini. Cialdini is professor in Psychology and Marketing at Arizona State University and in his meta-research he found six very persuasive selling techniques or Weapons of Influence, as he calls them.

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