Evil by Design: Interaction Design to Lead Us into Temptation

Author : Chris Nodder
ISBN 13 : 9788126563814
ISBN 10 : 8126563818
Pages : 320
Type : Paperbound
Remarks : Exclusively distributed by Goel Computer Hut

Evil by Design: Interaction Design to Lead Us into Temptation


Learn how companies make us feel good about doing what they want. Approaching persuasive design from the dark side, this book melds psychology, marketing and design concepts to show why we’re susceptible to certain persuasive techniques. Packed with examples from every nook and cranny of the web, it provides easily digestible and applicable patterns for putting these design techniques to work.



Evil designs and their virtuous counterparts 



  • Misplaced pride causes cognitive dissonance 
  • Provide reasons for people to use 
  • Social proof: Using messages from friends to make it personal and emotional
  • Dispel doubt by repeating positive messages  
  • Personal messages hit home 
  • Gain public commitment to a decision 
  • Change opinions by emphasizing general similarities
  • Use images of certification and endorsement
  • Closure: The appeal of completeness and desire for order
  • Help people complete a set 
  • Pander to people's desire for order
  • Manipulating pride to change beliefs



  • Desire lines: From A to B with as few barriers as possible 
  • Path of least resistance 
  • Reduced options and smart defaults smooth the decision process 
  • Provide fewer options
  • Pre-pick your preferred option
  • Make options hard to find or understand 
  • Negative options: Don't not sign up!
  • Sloth: Is it worth the effort?



  • Deserving our rewards
  • Make customers work for a reward 
  • Consider a small reward rather than a big one 
  • Hide the math
  • Show the problems 
  • Escalating commitment: foot-in-the-door, door-in-the-face
  • Foot-in-the-door
  • Door-in-the-face 
  • Present hard decisions only after investment
  • Invoking gluttony with scarcity and loss aversion 
  • The Tom Sawyer effect
  • Instill doubt to prevent cancellations 
  • Impatience leads to compliance
  • Self-control: Gluttony's nemesis



  • Avoiding anger 
  • Use humor to deflect anger 
  • Avoid overt anger with a slippery slope
  • Use metaphysical arguments to beat opponents 
  • Embracing anger 
  • Use anonymity to encourage repressed behaviors
  • Give people permission
  • Scare people (if you have the solution)
  • Using anger safely in your products



  • Manufacturing envy through desire and aspiration 
  • Create desirability to produce envy
  • Create something aspirational
  • Make people feel ownership before they've bought 
  • Status envy: demonstrating achievement and importance
  • Create status differences to drive behavior
  • Emphasize achievement as a form of status
  • Encourage payment as an alternative to achievement 
  • Let users advertise their status
  • Let people feel important 
  • Manufacturing and maintaining envy in your products



  • Creating lust: Using emotion to shape behavior
  • Say "I love you"
  • Be the second best
  • Frame your message as a question 
  • Create an in-group 
  • Controlling lust: Using desire to get a commitment
  • Give something to get something
  • Make something free
  • Sell the intangible value
  • Make a request in order to be seen more favorably 
  • Lustful behavior 



  • Learning from casinos: Luck, probability and partial reinforcement schedules
  • Use a partial reinforcement schedule 
  • Make it into a game 
  • Customers should "win" rather than "finish" or "buy" 
  • Further inflate people's (already overconfident) feelings of skill and mastery
  • Make rewards seem due to skill, not luck
  • Create a walled garden
  • Anchoring and arbitrary coherence
  • Own the anchor
  • Move from money to tokens
  • Encourage breakage 
  • Make it expensive
  • Show your second-best option first
  • Break coherence to justify prices
  • Feeling greedy?
  • Evil by Design
  • Should you feel bad about deception? 
  • Should you feel bad about using the principles in this book?
  • Be purposefully persuasive
  • The Persuasive Patterns Game




Primary audience: UX professionals and designers and developers of web sites and applications.

Secondary audience: Graphic designers, bloggers, managers, marketers, advertisers, anyone who wants to see how to influence and how they themselves are influenced


Chris Nodder is the founder of Chris Nodder Consulting LLC, giving large organizations and lean startups the tools they need to make user experience a central part of their business strategy. He was previously a Director at the distinguished Nielsen Norman Group, working alongside Jakob Neilson and Don Norman, a Senior User Researcher at Microsoft and a Usability Consultant at NatWest Bank. He has an MS in Human Computer Interaction and a B.S. in Psychology and has presented at conferences such as GOTO, UPA, CHI, Group, CSCW and British HCI as well as 30+ Nielsen Norman group conferences and numerous client locations.