Visual design most definitely has a persuasive component. In fact, I believe many governments, including ours, have been successfully using persuasive visual design in documents for many years. Perhaps, the most famous example of persuasiveness came in the old army recruitment poster with “Uncle Sam,” representing the U.S. government, saying, “I want YOU.”
Uncle Sam personified the United States. The figure made the government’s need for military recruitment, a somewhat abstract concept, much easier to understand for the typical American. In addition, the way Uncle Sam pointed directly at the reader increased the poster’s persuasiveness.
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