Design inspires, behaviour deliversIn the world of design and user experience, there’s a realisation that while design inspires, it’s ultimately behaviour change that delivers meaningful results. The effectiveness comes from the synergy between aesthetically pleasing design and the strategic application of behavioural science.
Design attracts and engages. An eye-catching interface, a well-crafted logo, or a beautifully designed product can captivate users at first glance. This initial attraction is crucial because it draws users in and creates a positive first impression. Good design can evoke emotions, set the tone, and establish a brand’s identity. It’s the visual appeal and usability that make users want to explore further.
Design can change behaviour
However, the real success of a design is in its ability to influence user behaviour. This is where behavioural science comes into play. Behavioural science examines how people make decisions and what drives their actions. By understanding cognitive biases, habits, and motivational triggers, designers can create experiences to not only look good but also guide users towards desired behaviours.
The design nudge
Think about the use of nudges in design. A nudge is a subtle design feature that encourages users to make certain choices without restricting their options. To count as a nudge, it must be easy and cheap to avoid meaning there is no barrier to accepting it and no price to pay if you don’t. In forms design default options streamline the user experience, increasing the likelihood they will complete it. Similarly, social proof—such as customer reviews and testimonials—can be integrated into product pages to build trust and influence purchasing decisions.
The combination of inspiring design and behaviour-driven strategies leads to more effective and sustainable outcomes.
Want to know more about nudge design in marketing see the article listed below.
A case study
The ‘Yarra Waste Revolution’ campaign by Ellis Jones used behaviour change techniques and plain language principles by engaging residents to change an action often carried out thoughtlessly and habitually. The campaign asked 1,000 City of Yarra residents to forget everything they thought they knew about recycling and start again.
In conclusion, while design plays a crucial role in capturing attention and creating an engaging experience, it is the application of behavioral science that drives meaningful and lasting behavior change. Together, they create a powerful tool for influencing user actions and achieving desired results.
All very possible. Want to know how? Contact Greg for a discussion that will help you develop a behavioural change model for your studio.
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Greg Branson
Greg’s passion is the research and development of methods that improve design management and the role of design in business.
Greg has developed The Design Business School to help owners manage their business better along with showing designers how to get more involved in the studio and develop their career path. Contact Greg.
