Let's travel to Athens...

Plato v. Sophists

Sophists might be considered the
dark-pattern designers of their day

In politics we presume that everyone who knows how to get votes knows how to administer a city or a state. When we are ill... we do not ask for the handsomest physician, or the most eloquent one.

― Plato

Aristotle v. Plato

So what does all this
have to do with UI?

Scalability

I know!

Aristotle's Rhetoric

The three rhetorical appeals

Logos

Pathos

Ethos

Logos

Pathos

Ethos

Logos

Pathos

Ethos

Two kinds of Ethos

1. Intrinsic
2. Extrinsic

For example

https://www.facebook.com/NatGeoGenius

The 5 Cannons of Rhetoric

Cicero in ancient Rome

How can a man who, for a significant phase of his formation, shared his master’s opposition to rhetoric have in maturity composed a masterpiece of the formal study of rhetoric?

― Aristotle, The Art of Rhetoric

A challenge and an opportunity

Recommended reading

It is absurd to hold that a man should be ashamed of an inability to defend himself with his limbs, but not ashamed of an inability to defend himself with speech and reason; for the use of rational speech is more distinctive of a human being than the use of his limbs.

It is absurd to hold that an interface should be ashamed of its inability to communicate through shapes and colors, but not ashamed of its inability to communicate with speech and reason; for the use of rational speech is more distinctive of a great user experience than the use of its icons.

― Aristotle, The Rhetoric & The Poetics of Aristotle