Better Design through Cognitive Dissonance
Purposefully putting a user in a state of cognitive dissonance can be a design masterstroke. Doing it accidentally can be a disaster.
We enter a mental state of dissonance when we become aware of two or more conflicting beliefs at the same time. It can also happen we perceive a conflict between a belief and action or a thing. For example, telling someone a lie when you strongly believe in telling the truth. Or reflecting on the belief that you are a really smart and accomplished professional while fumbling around trying to learn to operate the latest consumer electronics gadget designed (supposedly) to improve your productivity.
Trying to hold conflicting beliefs in our head hurts. It is hard to do and so we actively seek relief in a number of ways. In general, we tend to revise (relative importance and/or content) one of the conflicting beliefs until the pressure goes away. Or we laugh — especially if their is a punchline or realization of one — that suddenly releases the tension. Sometimes dissonance leads to creative insight or even a transformational experience for the user as new consonant (supporting beliefs) are added because the tension causes us to reframe our thinking. Finally, dissonance can be like a permanent link on a web page, pushed into the background but remaining ready to activate under the right circumstances. “Every time I look at that gadget I get mad”
Some examples that have positive outcomes (usually):
- Gag gifts
- Being videotaped during practice or performance as part of a training program (the artifact) you are taking
- A bathroom scale
As William Lidwell and others point out in their excellent book on Universal Design Principles, cognitive dissonance is a powerful tool to use when designing marketing and advertising materials. They offer the example of AOL free hours campaign as one of the best examples in history. Users are mailed a free CD which they use to set up the service which takes time and energy. This creates lockin at the time the free subscription expires compelling users to form a positive belief about the service (and paying for the subscription). Why would I invest time and energy (for no compensation) in a crappy service?
So conflicting beliefs properly framed can lead to surprise, humor, flashes and insight, influence decision making or even lead to a change in world view (paradigm shift). Cognitive dissonance grabs attention, generates arousal (emotional energy) and provides an opportunity to orchestrate high impact experience. In terms of level of cognitive fit artifacts that make good use of dissonance often accelerate user cognition (level 4 fit) and those that trigger it accidentally tend to just agitate users (level 1 fit) and fail.
