The Perfect Three: Utilizing Ethos, Pathos, and Logos in Persuasive Web Design
“We don’t actually take seven seconds to create a “first impression” of what is before our eyes – we take an incredible two seconds instead” (Malcolm Gladwell). Similar to humans, websites also display personalities. The personality "often conveyed through clever use of typography, creative navigation options, and so on” is vital to the success of the persuasive nature of a website (Tay). The persuasive design of a website enables effective communication between a viewer and the website without usage of actual words. In the end, all websites persuade a visitor to perform a certain action and Nestlé’s website for Butterfinger candy bar is no exception to this rule. In the U.S. it is hard to come across someone who
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The website for Butterfinger candy bar also provides a similar tasteful and aesthetically pleasing visual experience to its visitors. The website features high resolution images of its products. It also uses a very clever slogan, “Nobody’s gonna lay a finger on my Butterfinger” to provide its customers with a sense of personal attachment to the product. Lastly, the website provides clear, logical, and easily accessible information about all the products and services available to the consumer. On close examination one finds that website for Butterfinger candy bar is constructed to emulate the pillars of persuasion outlined by the Greek philosopher Aristotle. Using the principles of persuasion: ethos, pathos, and logos respectively, the website displays professionalism, creates a connection with its consumers, and allows ease of accessibility to the content relating to its products. Thus, the overall holistic personality of the Butterfinger candy bar website is a result of utilizing the intricate harmony between the three basic pillars of persuasion: ethos, pathos, and logos which incorporates both