Eye-opener for professionals
and the general public
Leading authors in social influence
and visual persuasion
Visual messages are omnipresent
in our daily life. They are constantly
attempting to persuade us to buy,
learn and act. Some are more
successful than others in influencing
our behavior and choices. What is
the secret power of these messages?
How do they succeed in changing
This book analyzes advertising beyond the
persuasive power of the imagery itself.
It explains the psychology behind
33 effective influence techniques in
visual persuasion and how to apply them.
The techniques range from influencing essentials
to more obscure and insidious ones. The reader
gain deep insights into how visual means are
constructed to influence behavior and
decisionmaking on an unconscious level.
All techniques are supported by rich visual
references and additional information on
the psychology of behavior change.
This publication is not just an eye-opener
for professionals and students in the
communications and design field, but also
for anybody who wants to understand how
our behavior is influenced unconsciously
by advertising, social campaigns and
The book is co-authored by leading
figures in social influence and visual persuasion.
It is designed as an accessible modern
reference book for creating
persuasive vi sual imagery.
It will open your eyes,
The authors provide lectures and workshops for a better understanding of the psychology of advertising.
These cover how people perceive and process information, how they respond to this information rationally and emotionally, if this happens consciously or unconsciously, and crucially, how this translates not only into attitudes and intentions, but into action and behavioral change.