Upload
rawnet
View
159
Download
1
Embed Size (px)
Citation preview
The term ‘Web Psychology’ means:
The empirical study of how
online environments influence
our attitudes and behaviours.
Key PRIMAL PrinciplesCues for Sex Images of food / drinkMotion
Contrast & Concrete Peak End RuleScarcity
Key EMOTIONAL PrinciplesEmpathy (Mirroring) Body LanguagePleasure & Pain
Story-Telling Images of Faces
Key RATIONAL PrinciplesPost-Rationalisation Specs & BenefitsProduct Demo
Evidence of working Be the Authority
CANDY CRUSH CASE STUDYAnother key psychological strategy Candy Crush use is that you can play the game with
one had. Candy Crush clearly understand that we all have busy lives and in order to win
our time, they’re going to have to make it as easy as possible for us. For those of us
who commute to work on public transport, this is a golden opportunity for engagement
as there’s a strong potential to get bored on the commute and need entertaining.
As you flick four candies in a row and they zap away, words pop up on your screen
along with a voice that says ‘Sweet’ or ‘Delicious’. This feedback is essential for player
immersion. According to gaming addiction expert Dr. Kimberly Young “positive
rewards are the main reason people become addicted to things and it’s because of
this that when you play the Candy Crush, you feel better about yourself”
CANDY CRUSH CASE STUDY WHAT CAN WE LEARN
1. Understand exactly who your users are, what emotional satisfaction they’re currently receiving, what’s missing and where the
opportunity is.
2. Know the exact situations that your app is likely to be used in. Think of your own app use, we don’t use all of our apps all of
the time so design your experience based around a specific use case.
3. Optimise the core user actions that users perform within your app to progress and reward the core actions with emotional
satisfaction. This helps to create ‘flow’ within your app allowing users to seamlessly transition from one action to another until
their experience is completed.
KEY TAKEAWAY 1
To be persuasive online in ecommerce,
marketing and customer engagement, you
have to target all 3 systems
KEY TAKEAWAY 2
Your message, content and website should be:
Primal - Arousing
Emotional - Emotionally effective
Rational - Intellectually compelling