Media: Clickz pursues Persuasive Architecture

Bryan Eisenberg asks "Do You Want to Inform or Persuade?" in this Clickz article on a process that he refers to as 'persuasive architecture'.

'It is the organization of the buying and selling processes married to the information flow. The focus is persuading visitors to take action. It's similar to information architecture, which involves the design of organization and navigation systems to help people find and manage information more successfully. Whereas the goal of information architecture is to inform and educate, a commercial Web site should inform and persuade your customer.'

As well as thoroughly introducing the theme of selling by constructing flow, the piece also shares some useful details of how one might test for the efficacy of a design.

Eisenberg reveals that during the wireframe and storyboard phase they ask three questions of every page:
* 'What action needs to be taken?
* Who needs to take that action?
* How do we persuade that person to take the action we desire?'

He stresses the importance of dividing the logical arguments from the emotional ones for buying the product or service.

Associated Link: Clickz: Do You Want to Inform or Persuade?

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