There’s a simple reason why you need to understand how emotions work, and it's this: emotions drive people’s decisions, not rational thinking. So if you want to understand how to build more persuasive tech, you’d better invest some time to learn how emotions work.
How companies use social pain, to stop customers from leaving
By Brian Cugelman, PhD with editorial production from Debra Weinryb
When it comes to emotional design, people typically talk about positive emotions and user experiences, like how products can make people feel happy. But what they rarely discuss is using emotional design to evoke negative emotions, like stress, anxiety, and even pain.
This is a pop-up that’s triggered on Get Response (www.getresponse.com) based on tracking mouse patterns that indicate users are about to abandon the page. Their joke message plays off attachment anxiety.
Lots of people have asked about the research behind our micro inforgraphics. Here are the citations behind our 2015 materials.
Jiwa, M., S. Millett, et al. (2012). “Impact of the Presence of Medical Equipment in Images on Viewer’s Perceptions of the Trustworthiness of an Individual On-Screen.” Journal of Medical Internet Research 14(4).
In the last few years, UX design professionals, digital marketers, and conversion optimization ninjas have increasingly started using psychology to design intuitive websites, engaging apps and higher converting marketing campaigns.
There’s no shortage of evidence that a good understanding of interactive psychology can can transform your formerly unknown app into a trusted and addictive product.
However, there’s one elephant in the room that nobody likes to talk about.
Tai, Banksy’s “elephant in the room”. Photograph: Damian Dovarganes/AP