Exploring the ethics of persuasive design
Persuasive design techniques are a tool and with thoughtful application they can be a valuable addition to any designer’s toolkit.
“Persuasion or persuasion arts is an umbrella term for influence. Persuasion can influence a person’s beliefs, attitudes, intentions, motivations, or behaviors.” — Persuasion: Social Influence and Compliance Gaining — Robert H. Gass and John S. Seiter (2018)
Persuasive design is a set of techniques used to influence user behavior in digital products. It has become increasingly popular as it allows companies to effectively inform and engage with their audience.
Do these look familiar?
“Only 2 left at this price. Order now.”
“On sale for a limited time.”
“7 others are looking at this.”
According to Dr. Robert Cialdini, a behavioral scientist who’s studied the science of persuasion for more than 30 years — there are seven principles of persuasion.
- Scarcity (aka FOMO)
- Authority
- Reciprocity
- Consistency
- Liking
- Social Proof
- Unity
There are plenty of articles out there that break these and other principles down and how a designer can use them to influence people, for better or worse. It’s the “better or worse” aspect we’re going to discuss — the ethical considerations that should be taken into account when using persuasive design techniques.
How Designers Can Use Positive Reinforcement to Influence User Behavior
UX designers are increasingly relying on psychology and positive reinforcement techniques to influence user behavior. By understanding the principles of UX design, they can create an interface that is tailored to the user’s needs and desires.
Persuasion can perform several positive, prosocial functions. Through positive reinforcement techniques, designers can encourage users to take certain actions, such as completing a task or making a purchase. By utilizing UX psychology, UX designers can create an experience that is both enjoyable and effective for the user.
For example, persuasive messaging and microinteractions can inform and provide value rather than manipulate, or “nudge” people towards a less-than-desirable action. If someone wants to get a product at a discounted price while it’s “on sale for a limited time” and “only a few are left in stock,” they may appreciate the information so they can make an informed decision to buy it now vs delaying the purchase.
Persuasive design methods such as “nudging” are used by Amazon when recommending alternative products and accessories. The technique employs mimetic, persuasive patterns by displaying “customers who viewed this item also bought” and “frequently bought together” options. One can view these patterns as mischievous — they’re designed to nudge people to buy more stuff — or helpful to enrich the shopping experience.
Persuasive design techniques can be used for good when helping users achieve their goals, make informed decisions, and improve their well-being. In healthcare, for example, gentle reminders can nudge people to take their medications on time and exercise more.
Some examples of how persuasive design techniques can be used for good include:
- Using persuasive design to encourage people to make healthy or sustainable choices, such as by providing information on the environmental impact of a product or service, or by providing incentives for using public transportation.
- Using persuasive design to help users understand and manage their personal information, such as by providing clear and easy-to-understand privacy settings.
- Using persuasive design to help users stay focused and productive, such as by using nudges to reduce distractions, or by providing rewards for completing tasks.
- Using persuasive design to help users overcome procrastination and to take action, such as by providing reminders, or by breaking down complex tasks into smaller, more manageable steps.
- Using persuasive design to help users engage with learning or self-improvement activities, such as by providing customized recommendations, or by providing instant feedback or rewards.
Exploring the Ethical Boundaries for Responsible Use of Persuasive Design
To the extent that some persuaders can be unethical, it makes even more sense to examine how unethical influence attempts work and why they succeed. Designers should be aware of the ethical boundaries of persuasive design and how businesses can use them responsibly. The principles ought to be used with care and their use balanced to avoid undue influence on people.
It’s no accident that the expression “Privacy Zuckering” has recently entered pop culture vocabulary (named after you-know-who). It’s a result of an unsavory practice that tricks people into sharing more information than they intended to.
Persuasive techniques in digital product design can be used “nefariously” if they manipulate users into making decisions or taking actions that are not in their best interest. By now, everybody knows about dark patterns, which are manipulative design techniques that exploit cognitive biases and make it difficult for users to understand or control their choices and can be used to trick users into providing personal information, making unwanted purchases, or agreeing to terms and conditions that are not favorable to them.
Additionally, using persuasive design to create addictive experiences, such as through the use of constant notifications or rewards, can be harmful as it can lead to overuse or addiction to the product — think gamification of social media. It is important for digital product designers to use such techniques ethically and transparently, and to prioritize people’s well-being and autonomy.
The Credibility of Persuasive Design Techniques
Concerns about manipulation arise with persuasive design techniques, even when they are intended to be helpful. Some companies call it the “persuasive layer of online experiences.” Can we trust a hotel booking site when it tells us that rooms are “in high demand–only 4 rooms left on our site?” People have no way of verifying the truthfulness of such a scarcity claim.
Most e-commerce and travel booking sites use the principle of scarcity, a persuasion technique that makes people believe that something is rare or in limited supply, and therefore valuable. It makes people more likely to take action and buy a product before it’s too late (FOMO).
Some dubious e-commerce sites are rife with inventory trackers, countdown clocks, and fake reviews meant to sway consumer buying decisions; yet these are often fictitious. Once trust is violated, the trust is gone.
Another example of a persuasive design tactic used to manipulate is social proof. It is the idea that people are more likely to do something if they see others doing it. This technique can be used in many ways, such as displaying the number of people who bought a product or showing that a product has been endorsed by a celebrity.
Celebrity endorsements can be a potential minefield. Proceed with caution before incorporating them into digital products! Let’s not forget Rachael Ray endorsing a pet food company with a history of killing pets, Martha Stewart endorsing a stock that was later embroiled in an insider trading scandal, and more recently, Kim Kardashian promoting crypto on Instagram and later getting into hot water with the SEC and being fined $1.26 million.
The Negative Consequences of Using Dark Patterns in Design
There are plenty of companies that employ persuasive design wizardry in unethical ways. When it comes to light, people end up feeling exploited. Deceitful corporate shenanigans have serious consequences because they cause diminished trust, decrease user engagement, and destroy user satisfaction. Not surprisingly, corporate gain using deception seriously undermines brand loyalty.
Here are some examples of maliciousness by persuasive design techniques:
- Manipulating users into making impulse purchases by using tactics such as scarcity (e.g. “limited time offer”), social proof (e.g. “others are buying”), and urgency (e.g. “buy now or miss out”) even when it isn’t true.
- Persuading users to share personal information by using deceptive language or design elements that make it seem like sharing the information is necessary to use a service or product.
- Designing interfaces that are addictive and make it difficult for users to stop using a product or service, such as gaming and social media platforms that use notifications and other techniques to keep users engaged.
- Using persuasive design to influence people to act against their own best interests, such as by encouraging them to make unwise financial decisions or to engage in unhealthy behaviors.
- Creating interfaces that are designed to be difficult for users to navigate away from, such as online casinos or gambling sites.
- Persuading users to click on malicious links, provide personal information, or install malware via phishing emails or malicious websites.
Ethical Guidelines for Persuasive Design
Product designers can balance “good vs evil” when using persuasive design techniques by following ethical guidelines and being transparent about the persuasive methods they are using. Some ways to do this include:
- Being transparent and making it clear to users when persuasive techniques are being used, such as by labeling limited-time offers or social proof elements appropriately.
- Giving users control: Allowing users to opt out of persuasive techniques or to adjust their settings to minimize the impact of persuasive techniques on their behavior.
- Respecting user privacy: Being transparent about data collection and use, and giving users the ability to control what information is collected and how it is used.
- Prioritizing user well-being: Avoiding persuasive techniques that could harm users, such as those that encourage addiction or unhealthy behaviors.
- Following guidelines and laws: Adhering to industry guidelines and regulations related to persuasive design, such as the guidelines set by the Federal Trade Commission (FTC) in the United States.
- Continuously evaluating and improving: Always evaluating the effectiveness and ethical implications of persuasive techniques and making adjustments as necessary.
- Continually educating oneself on the latest research and best practices.
Intent and Balancing Good and Evil
Persuasive design techniques can be misused and abused to manipulate people for unethical or unwanted purposes. But by using them with positive intent, transparently, and ethically, digital product designers can help users make better decisions, improve their well-being, and achieve their goals.
Using persuasive design techniques isn’t inherently evil. It’s a tool, and like any tool, it can be put to the wrong use. Still, with the right research and thoughtful application, it can be a valuable addition to any designer’s toolkit.
Hello! Thanks for reading and getting to the end of the article.
I’m now available for starting people on their UX designer careers through my UX Course or for ongoing mentorship on MentorCruise. Learn UX with me at half the cost of questionable bootcamps. Get certified & build a portfolio for a high-paying job. 7-day free trial http://uxwithmiklos.com
