The Role of Game Design in Addressing Behavioural Change

Paul Coulton

3 Billion

Change Behaviour

Change Perception

Persuasive Technology

HighAbility

LowAbility

HighMotivation

LowMotivation

TargetBehaviour

Desire

d Traje

ctory

of Use

rs

FACILITATOR

SPARK

SIGNAL

SIGNALThe 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.

B.J Fogg

21 Daysor 66 DaysLally et al

Rhetoric

Pathos(empathy)

Ethos(credibility)

Logos(logic)

CONTEXT

Aristottle

Logos - would utilise facts, statistics, analogies, and

logical reasoning.

Ethos - would draw upon credibility, reliability, trustworthiness and

fairness.

Pathos - would appeal to our emotions and draw

upon feelings of fairness, love, pity, or even greed,

lust, or revenge.

Rhetoric of Design

Rhetor Audience

Speech

Intent

Expectations

Rhetoric

Graphic Designer Audience

Image

Inte

ntExpectations

Visual Rhetoric

Rhetoric of Design

Designer Users

Product

Inte

ntExpectations

Design as Rhetoric

Rhetoric of Design

Richard Buchanan

As a designer, we are creating a persuasive argument that comes to life whenever a user considers or uses a product

Game

Game Designer Player

Rule

sInteraction

Game Design as Rhetoric

Rhetoric of Designthe basic representational mode of videogames is “procedurality”, enacted through rule- based representations and interactions and, when used to reveal processes or concepts of another system, present the player with a procedural rhetoric

Ian Bogost

Interactive System

Interaction Designer User

Syst

em L

ogic Interaction

Interactive Systems as Rhetoric

Rhetoric of Design

Coulton

Using Rhetoric

Money forgetsCurrency 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

Revealing the Underlying System

Congratulations you have added to the wealth of the local economy by closing a trading loop.https://tinyurl.com/2fcpre622 hours ago reply

“Game elements aren't the monosodium glutamate of fun that you can simply add to an activity to make motivating and engaging” Will Wright

Questions

Banksy @mysticmobile