Course Code: BDES 4002
Academic Year: 2024-2025
What does it mean to persuade someone? How do designers influence people's lives? This course explores concepts of persuasion and influence in the context of design decision-making. Students are required to identify and reflect on the ways and means in which designers influence the attitudes and behaviors of people, referred to as "users". Students examine the various socio-technical factors that result in specific design decisions, and how those designs have both individual and collective impact on people, over the short-term and long-term. The types of potential impact are also explored, (e.g. physical, mental, financial, social). Students identify how principles of behavioural economics are often applied to design. Case studies for persuasive visual communications are explored from the advertising and other industries. In addition, students examine persuasive design techniques, and how these can be applied for either positive or immoral/unethical purposes (e.g. dark patterns). Students experiment with these ideas to build their understanding by applying techniques to mock projects and deliverables. Questions around ethics and design are discussed and debated, including the degree of responsibility designers carry in their everyday careers.