Designing for Persuasion, Emotion & Trust

Ensure your design and copy promotes the desired actions and responses from your customers.

This 1 day interactive training course runs from 09:30-16:30 in central London and costs £595 (excl. VAT).

We will also provide breakfast, lunch, refreshments throughout the day, course materials and a certificate of completion.

Next course:

Course Description:

This is an intensive one-day introduction to designing for persuasion. Using ideas honed from years of scientific study from the disciplines of behavioural economics, sociology and psychology, this course will teach you how to construct communications such as landing pages, emails, etc., that are more likely to result in positive interactions – conversions and other actions – with your customers.

The course is fun, it’s interactive and you will meet interesting people to exchange ideas and experiences with. You’ll produce something worthwhile and go back to your desk armed with weapons (and a few dinner party tricks!) to impress your colleagues and friends.

Is It For You?

If you want to learn how to maximise conversions, optimise landing pages, and understand what makes your customers buy now rather than later (or not at all) – this course is for you!

Participants are typically Marketing Managers, Digital Marketers, Designers or User Experience Managers.

What You’ll Learn

Topics covered in the course include:

  • What persuasion really means and the ethics of using this powerful technique
  • How ‘persuasion engineering’ fits with other activities, such as usability, user-centred design, content strategy, etc.
  • The principles of emotional design
  • Designing to enhance trust and avoid mistrust
  • The core principles for designing for persuasion and encouraging positive action
  • How to evaluate for persuasion
  • A handy checklist for emotional and persuasive design
  • Hands-on practical exercises that include:
    • Reviewing existing designs (public or your own)
    • Iteratively designing persuasive landing pages
    • Rewriting copy to be more persuasive

Learning objectives

After completing the training, you’ll be able to:

  • Describe and discuss the benefits of and key factors for delivering a persuasive customer experience
  • Describe the key principles of persuasion, trust and emotion and how these affect customer behaviour
  • Recognise the key triggers and patterns for persuasive design
  • Evaluate the persuasiveness of customer experiences
  • Plan and produce persuasive communications, including landing pages, emails and product detail pages

The course really opened my eyes to things that I had began to overlook and in the past may have ignored.


Kevin Halley
Experience Design Architect, Trinity Mirror Digital Recruitment


I certainly recommend the course! It created an essential awareness to everyday tasks relating to my role.


Norval Denton
Web Designer, Trinity Mirror Digital Recruitment


Very impressed with each of my experiences with Bunnyfoot!


Steph Tole
Web Development Manager, Screwfix


The course had an interactive nature with real-world examples, which was great. Good to have the theory at the start to underpin this too!


Jon Tarbuck
Senior Designer, Global Personals


I really enjoyed the interactive tasks - they'll stick in my mind. Also, there were plenty of references to go away and research - much to choose from.


Natalie Gilbert
Online Manager, P4D

About your trainer

Andrew joined his first user-centred design team in 2003, finding the role a happy blend of research and design. Having previously worked in UX teams for large international companies conducting user research, UX design and user testing in Europe and North America, Andrew now works with clients such as Nationwide, EDF Energy and RNIB as part of the Bunnyfoot team.

Andrew Tope

Senior Consultant

The Venue

Bunnyfoot (London office)
4th Floor
54 St John's Square
London, EC1V 4JL

We're based in the heart of Clerkenwell, just a 5-minute walk from Farringdon mainline railway and underground stations.

Plan your journey on Google maps

Read enough? Get in touch…

Contact Kelly Thomas to discuss your needs:
0207 608 1670

Or, come and visit us! We have offices in Oxford, Sheffield and London.

Full contact and location details