The Glaswegian Effect: The Scottish Enlightenment and the Rise of Persuasive Web Design

Glasgow has a long and rich history of philosophical thought. In the 18th century, the city was a centre of the Scottish Enlightenment, a period of intellectual and cultural ferment that produced some of the most important philosophers of the Western world, including David Hume, Adam Smith, and Thomas Reid.

There are several reasons why Glasgow’s philosophical tradition can contribute to create more persuasive web design and marketing campaigns.

• Philosophers are trained to think critically and to question assumptions.
• Philosophers are trained to be clear and concise in their communication.
• Philosophers are trained to be creative and to think outside the box.

David Hume (1711-1776)

Hume is considered one of the most important philosophers of the Enlightenment. He is known for his sceptical philosophy, which challenged many of the traditional beliefs about knowledge and reality.

Hume’s theory of causation

The theory of causation is a philosophical concept that explains how one event can cause another event. It is a complex concept that has been studied by philosophers for centuries. There is no single definition of causation that is universally agreed upon, but there are a number of different theories of causation that have been proposed.

One common theory of causation is that causation is a relationship between events that is characterized by four features:

• Temporal priority: The cause must always precede the effect.
• Spatial contiguity: The cause and effect must be spatially contiguous, meaning that they must be in close proximity to each other.
• Regularity: The cause and effect must be regularly associated with each other.
• Necessary connection: There must be a necessary connection between the cause and effect, such that the cause must bring about the effect.

The theory of causation is important for persuasive web design because it can help web designers to understand how their marketing activities can affect customer behaviour. By understanding the causal relationships between different marketing activities and customer behaviour, marketers can make better decisions about their marketing strategies.

For example, a persuasive web designer might want to know if a certain type of web design is effective in increasing brand awareness. They could use the theory of causation to test the hypothesis that the advertising campaign is the cause of increased brand awareness. They would do this by conducting an experiment where they randomly assign some customers to see the website and some customers to not see the website. They would then measure brand awareness in both groups of customers to see if there is a difference in brand awareness between the two groups.

If the theory of causation is correct, then the group of customers who saw the persuasive web design should have higher brand awareness than the group of customers who did not see the advertising campaign. This would provide evidence that the web design is effective in increasing brand awareness.

Google Analytics can be used to measure the causal relationships between different marketing activities and customer behaviour. Google Analytics offers a variety of features that can be used to track the impact of marketing activities on customer behaviour, such as:

• Experiments: Google Analytics allows marketers to conduct experiments to test the effectiveness of different marketing activities. This can be done by randomly assigning some customers to see a certain marketing activity and some customers to not see the marketing activity. The marketer can then track the traffic and conversions from both groups of customers to see if there is a statistically significant difference.
• Attribution models: Google Analytics offers a variety of attribution models that can be used to understand the impact of different marketing channels on conversions. Attribution models assign a value to each marketing channel based on its contribution to a conversion. This can help marketers to identify the most effective marketing channels and to optimize their marketing campaigns.
• Cohort analysis: Cohort analysis is a technique that can be used to track the behaviour of groups of customers over time. This can help marketers to understand how different marketing activities affect customer behaviour. For example, a marketer might use cohort analysis to track the behaviour of customers who saw a certain marketing campaign and to see if they are more likely to convert than customers who did not see the campaign.

By using the features of Google Analytics that are designed for persuasive web design, marketers can gain a deeper understanding of the relationship between their marketing activities and customer behaviour. This can help them to make better decisions about their marketing strategies and to improve their chances of success.

Hume’s theory of association 

David Hume’s theory of association is a theory of how ideas are connected in our minds. He argued that there are three basic principles of association:

1. Resemblance: Ideas that are similar to each other are more likely to be associated with each other. For example, the idea of a cat is likely to be associated with the idea of a dog, because they are both animals.
2. Contiguity: Ideas that are close together in time or space are more likely to be associated with each other. For example, the idea of a fire is likely to be associated with the idea of heat, because they are often experienced together.
3. Cause and effect: Ideas that are regularly associated with each other, such that one idea is always followed by another, are also more likely to be associated with each other. For example, the idea of lightning is likely to be associated with the idea of thunder, because they are always experienced together.

Hume’s theory of association has been influential in psychology and cognitive science. It has been used to explain a wide range of phenomena, such as how we form memories, how we make decisions, and how we learn new things.

Here are some specific examples of how Hume’s theory of association can be used in marketing:

• Resemblance: A persuasive web design might use the principle of resemblance to create an ad that associates their product with a desirable image, such as a beautiful person or a luxurious setting. For example, a perfume ad might feature a beautiful model wearing the perfume. The idea is that the viewer will associate the perfume with the beauty of the model.
• Contiguity: A persuasive web design might use the principle of contiguity to create an ad that associates their product with a popular event, such as a sporting event or a music festival. For example, a beer web design might feature people drinking beer at a sporting event. The idea is that the viewer will associate the beer with the excitement of the event.
• Cause and effect: A persuasive web design might use the principle of cause and effect to associate their product with a positive outcome, such as happiness or success. For example, a weight loss web design might feature a before and after photo of a person who has lost weight after using the product. The idea is that the viewer will associate the product with the positive outcome of weight loss.

Thomas Reid (1710-1796)

Reid was a Scottish philosopher who is considered one of the founders of the Scottish Common Sense School. He argued that human beings have innate knowledge of the external world, and that this knowledge is not based on reason or experience.

Reid’s Theory of Perception

Thomas Reid’s theory of perception is a direct contrast to the theory of perception proposed by David Hume. Hume argued that we do not perceive objects directly, but instead perceive ideas of objects. He argued that our senses provide us with impressions, which are the raw data of experience. However, Hume argued that our impressions are unreliable. They can be misleading, and they can change over time.

Reid rejected Hume’s theory of perception. He argued that we perceive objects directly, not through ideas. He argued that our senses provide us with immediate and direct contact with the world around us.

Reid’s theory of perception is based on the following principles:

• The principle of natural realism: This principle states that we perceive objects as they really are. We do not perceive them as they appear to us, but as they are in themselves.
• The principle of the external world: This principle states that the external world exists independently of our minds. It is not created by our minds, but it is something that we perceive.
• The principle of the uniformity of nature: This principle states that the laws of nature are uniform. This means that the same events will always happen under the same circumstances.

Reid argued that these principles are justified by common sense. We all have a commonsense belief that the external world exists and that the laws of nature are uniform. This belief is justified by our experience of the world. We have never experienced a situation where the laws of nature have changed.

Reid’s theory of perception has been influential in the development of philosophy of perception. It is a direct challenge to the indirect realism of David Hume. Reid’s theory has also been influential in the development of the philosophy of mind. It is a challenge to the view that the mind is a passive recipient of impressions. Reid argued that the mind is active in the process of perception. The mind actively interprets the data that it receives from the senses and constructs a coherent picture of the world.

Here are some examples of how Thomas Reid’s theory of perception can be used in persuasive web design:

• Creating realistic imagery: Persuasive web designers can use Reid’s theory of perception to create marketing materials that are more realistic and believable. For example, a furniture retailer might use high-quality images of their products in real-world settings to create a sense of realism. This can help to convince consumers that the products are high quality and that they will look good in their homes.
• Using testimonials: Persuasive web designers can use testimonials from satisfied customers to create a sense of trust and credibility. Testimonials can be a powerful way to persuade consumers to buy a product, especially if they are from people who seem like they could be the target audience.
• Using social proof: Persuasive web designers can use social proof to show consumers that other people are buying and using their products. This can be done by displaying reviews, ratings, or social media posts from satisfied customers. Social proof can help to convince consumers that a product is popular and that it is worth buying.

Adam Smith (1723-1790)

Smith is considered the father of modern economics. His book, The Wealth of Nations, is one of the most important works in the history of economics. Smith argued that the free market is the best way to organize an economy, and that government intervention should be limited.

The Theory of Moral Sentiments.

The theory is based on the idea that humans are naturally social creatures who are motivated by sympathy and cooperation. Sympathy is the ability to understand and share the feelings of others. Cooperation is the willingness to work together for the common good.

Smith argued that morality is based on our ability to sympathize with others and to cooperate with them. He believed that we are naturally disposed to feel sympathy for others, and that this sympathy is the foundation of our moral sense. When we see someone in need, we feel sympathy for them, and we want to help them. This is why we are motivated to act morally.

Smith also argued that cooperation is essential for our well-being. We need to cooperate with others to survive and thrive. When we cooperate with others, we create a society that is more prosperous and more just. This is why we are motivated to act morally.

The theory of moral sentiments can be used in persuasive web design in a number of ways, including:

• Creating persuasive web design that appeal to people’s sense of sympathy: Marketers can create marketing campaigns that appeal to people’s sense of sympathy by showing them images or videos of people in need. This can help to create a sense of empathy for the people in the marketing campaign, which can make people more likely to donate money or buy products that will help those people.
• Creating persuasive web design that emphasize cooperation: Marketers can create marketing campaigns that emphasize cooperation by showing people working together to achieve a common goal. This can help to create a sense of community among consumers, which can make them more likely to buy products from the company that created the marketing campaign.
• Creating persuasive web design that promote ethical behaviour: Marketers can create marketing campaigns that promote ethical behaviour by showing people making choices that are good for others, even if they are not good for themselves. This can help to raise awareness of ethical issues and can encourage people to make more ethical choices in their own lives.

Gershom Carmichael (1672-1729)

Carmichael was a Scottish philosopher who is considered one of the founders of the Scottish Enlightenment. He was a professor of moral philosophy at the University of Glasgow, and his lectures were attended by many of the leading Scottish Enlightenment thinkers, including David Hume and Adam Smith.

The theory of natural law

Gershom Carmichael’s theory of natural law is based on the idea that there are certain moral principles that are inherent in human nature and are binding on all people. These principles are discoverable by reason, and they are designed to promote human happiness and well-being.

One way that the theory of natural law can help improve marketing is by providing a framework for ethical persuasive web design. For example, the principle of non-maleficence (avoiding harm) suggests that web designers should avoid making false or misleading claims about their products or services. The principle of beneficence (doing good) suggests that persuasive web design should strive to create products and services that are beneficial to consumers. And the principle of justice (treating people fairly) suggests that persuasive web design should not discriminate against certain groups of people in their marketing efforts.

Another way that the theory of natural law can help improve persuasive web design is by helping marketers to build trust with consumers. When consumers believe that marketers are acting in accordance with the principles of natural law, they are more likely to trust them and do business with them. This can lead to increased sales and profits for businesses.

Of course, the theory of natural law is not the only ethical framework that can be used to guide marketing practices. However, it is a valuable framework that can help marketers to make ethical decisions and build trust with consumers.

Here are some specific examples of how the theory of natural law can be applied to marketing:

• A persuasive web design should not make false or misleading claims about their products or services, as this would violate the principle of non-maleficence.
• A persuasive web design does not discriminate against certain groups of people in their marketing efforts, as this would violate the principle of justice.
• A persuasive web design should strive to create products and services that are beneficial to consumers, as this would fulfil the principle of beneficence.
• A persuasive web design should be transparent about their pricing and terms of service, as this would be consistent with the principle of fairness.

By following the principles of natural law, marketers can create more ethical and effective marketing campaigns that build trust with consumers and promote human happiness.

Persuasive Web Design

Want to convert more traffic to customers? Let me help you create a web design that is both visually appealing and conversion-optimised.

I’ll work with you to understand your target audience and their needs, and then I’ll design a website that is tailored to their specific requirements. I’ll also use proven conversion techniques to ensure that your website is as effective as possible.

Contact me today to learn more about how I can help you increase your website traffic and sales.