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Classical Conditioning in UX/UI Design: The Art of Persuasion

Explore how classical conditioning principles influence User Experience and User Interface design, using examples from tech, fast food, and color psychology to evoke specific emotional responses in users.

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Classical Conditioning in UX/UI Design: The Art of Persuasion

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  1. Classical conditioning Todd Smith INLS 718 February 5th, 2019

  2. The Art of Alienation • Fundamental paradigm: Apple vs Android • The Bias only happens on the Apple side • Group chat • Blue Bubble vs. Green Bubble: Us vs. Them

  3. Classical Conditioning • Pavlov / Russia / 1898 • Researched digestion in dogs • Observed that dogs would salivate before their food arrived • Changed a variable so that dogs salivated when hearing a bell • Classical conditioning: using a stimulus to evoke a reaction

  4. Classical Conditioning Vocabulary • Neutral stimulus: stimulus that initially evokes no response (e.g. dogs standing) • Unconditioned stimulus: automatic response to stimulus (e.g. saliva with food) • Trigger stimulus: stimulus that eventually evokes a conditioned response (e.g. bell)

  5. Classical Conditioning in UX/UI • Continuous exposure to a design will condition over time • Users will ignore design features that are initially alarming • Users will develop a preference for the conditioned design • Using icons or images with positive mental associations • To communicate danger, use icons with negative mental associations

  6. Plutchik’s Color Wheel

  7. Color in Fast Food Restaurants: Taco Bell • Pink = Boredom • Purple = Remorse

  8. Color in Fast Food Restaurants: Subway Green: Health Yellow: Joy

  9. Color in Fast Food Restaurants: McDonald’s • Red = Annoyance, Rage • Yellow = Joy, Optimism

  10. Examples of Classical Conditioning in UI/UX • Message sent sound • Dark mode on Spotify apps

  11. UI/UX Strategy: Use Positive Stimuli

  12. Conclusion • Companies use classical conditioning via color to persuade us to use their products • Apple used classical conditioning to evoke annoyance in users • Classical conditioning produces an emotional and physical response within us • When choosing design features (e.g. icons, interface colors) choose characteristics that your users will associate with positivity

  13. References • Slides: Microsoft Powerpoint • Images from Wikimedia Commons • Apps referenced: Spotify, Jimmy John’s, Papa John’s, Chipotle • Gantt, H. (n.d.). Ivan Petrovich Pavlov. Retrieved February 2, 2019, from https://www.britannica.com/biography/Ivan-Pavlov • Lidwell, W., Holden, K., & Butler, J. (2010). Universal Principles of Design, Revised and Updated: 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, and Teach through Design. Beverly, Massachusetts: Rockport Publishers. • Morin, A. (2014, February 4). How To Use Color Psychology To Give Your Business An Edge. Retrieved February 2, 2019, from https://www.forbes.com/sites/amymorin/2014/02/04/how-to-use-color-psychology-to-give-your-business-an-edge/#53f98d8d170a • Rehman, I., & Rehman, C. (2018, October 27). Classical Conditioning . Retrieved February 2, 2019, from https://www.ncbi.nlm.nih.gov/books/NBK470326/ • [ToastPlaysGames] (2017, July 8th) iPhone Message Sound Effects. Retrieved February 4th, 2019, from https://www.youtube.com/watch?v=65jkb7TUBWA

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