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Australian manual of scientific style Start communicating effectively
‘Behavioural insights’ can be a useful tool in developing both the messages and the appearance of your content.
The field of behavioural insights draws on research into the social, cognitive and emotional behaviour of individuals and institutions. It uses subtle triggers to ‘nudge’ people into a desired behaviour or action. It is increasingly used in a range of areas, such as public health.
You can use the ‘EAST’ framework to think about how to use behavioural insights in your content development. The framework says that, if you want to encourage a behaviour, make it:
Thinking through each of these points can help you to focus your messages and give your content more impact. This approach can be particularly useful if you want your readers to act or behave in certain ways after reading the content.
First, think about exactly what you want people to do after reading the content. Consider the situation, the people and their likely behaviour.
Based on this initial analysis, think about: