![]() We are inherently social, and are driven to act in a way we believe would be considered “normal” in society. However, humans are sophisticated beings and will not simply seek out whatever creates pleasure or avoids pain with no thought to the consequences. In marketing terms, desire to convert is produced when people can see how your product or service can help them to either gain pleasure or avoid some sort of pain they have been experiencing. Individual incentive is the idea that, at a basic human level, we are motivated to undertake a certain behavior either to gain pleasure or avoid pain. To prompt someone to take your chosen conversion action, you must first generate a desire for your product or service.Īdvertising legend and consumer psychologist Adam Ferrier claims desire is made up of two key elements: individual incentive and social norms. Principle 1: Beautiful design should motivate a person to take action How do you do that? The next section will take an in-depth look at each principle and show you actionable examples from design-led companies like Airbnb, Apple, and Xero that you can apply to your own marketing.īy using the right tools and following these three principles of beautiful design, marketers can easily create beautiful content. These three principles are the foundation of any great design, and, by incorporating them in your websites, landing pages, and email campaigns, you will get better marketing results.
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