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Using a rhetoric approach to behavioural design
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A Rhetorical Approach to Gameful Design
Paul Coulton
Changing behaviour through design
Banksy
PIXELS by Patrick Jean 1 Billion
“To play a game is to engage in activity directed towards bringing about a specific state of affairs, using only means permitted by rules, where the rules prohibit more efficient in favour of less
efficient means, and where such rules are accepted just because
they make possible such activity…playing a game is the voluntary attempt to overcome
unnecessary obstacles.”
Bernard Suits
The Magic Circle
‘the place dedicated to the performance of an act apart’
Huizinga
The Magic Circle Myth
game play
ludic activities
being playfulAgon Alea Mimicry Illinx
Paida
Ludus
Salen and ZimmermannRoger Callois
Phillip Toledano
Gamification
Serious Games
Games for Change
PersuasiveGames
Paths
generally break down problems into simple personal goals often expressed through self
interest arguments
HighAbility
LowAbility
HighMotivation
LowMotivation
TargetBehaviour
Desire
d Traje
ctory
of Use
rs
FACILITATOR
SPARK
SIGNAL
SIGNAL
Fogg Model
The Facilitator is a trigger that also makes the desired behaviour
easier to perform.
The Signal is a trigger that identifies an appropriate time to
perform a particular behaviour for those already motivated to
perform that behaviour.
The Spark is a trigger that provides the initial inspiration to change
behaviour.
persuasion example
Accuracy 83% 50 Points 3rd Time Tonight Bonus 10 Points
!
Poppinsification in every job that
can be done there is an
element of fun…
OMG! twig collecting is just not letting me grow as a
Robin
“Games aren't the monosodium glutamate of fun that you can
simply add to an activity to make motivating and engaging”
Will Wright
MasochismExpression
Discovery
Fellowship
ChallengeNarrative
Fantasy
Sensation
Mark LeBlanc
Fiero
Wonder
Thrill
Surprise
Purification
NachesPossibilty
Humour
Gifting
Schadenfreude
Anticipation
Nurturing
Destruction
Jesse Schell
Designing games through which players can rehearse possible/ plausible futures
Rhetor Audience
Speech
Intent
Expectations
Rhetoric
Visual Rhetoric
Rhetor Audience
Image
Intent
Expectations
Rhetorical Design
Designer Users
Product
Intent
Expectations
“design is rhetoric”
Richard Buchanan
Procedural Rhetoric
“a games basic representational mode is procedurality (rule-based
representations and interactions)”
Ian Bogost
Game Designer Player
Game
Rule
sInteraction
Rhetorical Design Tools
Aristotle
Pathos(empathy)
Ethos(credibility)
Logos(logic)
CONTEXT
Climate Change
Weather
Flow
Storage
Scale
Charles and Ray Eames Powers of 10
BARTER
Currency Value
Watermark TransparentRegister
Ultra VioletMarker
Metallic Thread
RaisedLettering
Motion Thread
Micro Lettering
Information
ProtectionPhysical C
urrency IData Sym
bol
Flow Time Location
Digital Inform
ation
Digital/ Physical C
urrency Data Sym
bol
Gameful Design
Game Designer Player
Game
Rule
s
Interaction
HighAbility
LowAbility
HighMotivation
LowMotivation
TargetBehaviour
Desire
d Traje
ctory
of Use
rs
FACILITATOR
SPARK
SIGNAL
SIGNAL
OR
Extrinsic motivation rewards the results of an activity
Intrinsic motivation is the joy of the activity itself
choose wisely!
QUESTIONSBanksy