Why is emotional appeal a powerful lever for behavior change?

Design for Sustainability > Behavior Change Design to Address Climate Change

Design for Emotional Appeal 

Tap into center feelings that drive explicit activities or results. 

This is actually quite difficult. It’s frequently more obvious how to appeal to the intelligent arrangement of the cerebrum than the emotional framework. Four helpful strategies for designing with the switch of emotional appeal are: 

Emotional Appeal Design Tactic – Best Practice 

Feel for what the crowd esteems emotionally. 

Invest energy with individuals you are designing for to comprehend what they emotionally esteem and what propels them. Design informing and your answers in view of these qualities. 

Legitimately partner the emotional worth with the sensible appeal and the behavior change. 

The best arrangements partner the emotional and sane appeals with the required behavior change. However, on the off chance that you attempt to adjust them together in a manner that doesn’t bode well, you’re probably going to make doubt as opposed to positive behavior change. Guarantee that your emotional appeal isn’t emotional basically for it. Ensure the association between a behavior change and its advantages are clear. 

Impart in emotional terms. 

Symbolism, story, and setting convey your appeal to change in an emotional structure. Put a human face on interchanges and spotlight on a solitary story rather than conceptual insights. 

Make the message actually pertinent, relatable, and appealing to the particular crowd. 

The more customized the message, the more grounded the appeal for behavior change. 

In the following unit, you figure out how to fuse social impacts in your design work. 

Resources 

  • Outside Site: YouTube: The Elephant, the Rider, and the Path – A Tale of Behavior Change 
  • Outside Site: YouTube: Solution Search (Emotional Appeals)
A) What is the emotional appeal lever?

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B) Why is emotional appeal a powerful lever for behavior change?

  • I) The emotional system of our brains drives many of our decisions and behaviors.
  • II) Humans make choices based exclusively on financial motivations.
  • III) Emotional appeal connects with our rational brain and constructs a rational argument for why to change.
  • IV) Emotions create a state of confusion, during which behavior change can be easily achieved.

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