A Review of Digitally Persuasive Design
Presented by: Laura F. Bright
October 12th, 2005
Advertising PhD Pro-Seminar / Dr. Leckenby
As the flow of online sales increases and more companies begin to move into the digital arena, advertisers and digital designers are forced to stay on the cutting edge in terms of website design and content presentation. In a search to find website design techniques that increase information flow and website stickiness, two possibilities were found, persuasive navigation and "open", or visually rhetorical, online advertising.(Ketelaar, et al., 2001) These two techniques focus on presenting targeted information to consumers, in the form of website content advertisements, while they browse a given website. The concept of intra-site advertising was tested by Bright (2004) and was found to be effective in terms of increasing information flow on a controlled website. Open advertising has not yet been tested in the online environment, with current studies focusing on print media, however it presents promises potential as an online persuasion technique. This paper will further explore the application of open advertising in the online context as well as elements of interactivity and design.