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(A)symmetry	A	Anchoring
Angles	Antifeatures & crippleware	Architectural Lens
Are you sure?	Assuaging guilt	Bundling
C	Challenges & targets	Choice editing
Coercive atmospherics	Cognitive Lens	Collections
Colophon	Colour associations	Commitment & consistency
Conditional warnings	Contrast	Converging & diverging
Conveyor belts	Decoys	Defaults
Degrading performance	Desire for order	Did you mean?
Do as you’re told	Download the cards	E
Emotional engagement	Errorproofing Lens	Expert choice
Fake affordances	Feature deletion	Feedback through form
First one free	Forced dichotomy	Format lock-in/out
Framing	Functional obsolescence	Habits
Hiding things	I	I cut, you choose
Implied sequences	Interaction Lens	Interlock
Kairos	L	Leave gaps to fill
Lenses	Levels	Ludic Lens
M	Machiavellian Lens	Main Page
Make it a meme	Matched affordances	Material properties
Mazes	Metaphors	Mimicry & mirroring
Modelling the user	Mood	Nakedness
Opt-outs	P	Partial completion
Pave the cowpaths	Peer feedback	Peerveillance
Perceived affordances	Perceptual Lens	Personality
Playfulness	Poison pill	Portions
Positioning	Possibility trees	Progress bar
Prominence	Provoke empathy	Proximity & grouping
Real-time feedback	Reciprocation	Rephrasing & renaming
Rewards	Roadblock	Role-playing
S	Scarcity	Scores
Security Lens	Seductive atmospherics	Segmentation & spacing
Serving suggestion	Similarity	Simplicity
Simulation & feedforward	Slow/no response	Social proof
Sousveillance	Storytelling	Style obsolescence
Summary feedback	Surveillance	Surveys
Tailoring	Target behaviours	Task lock-in/out
Threat of injury	Threat to property	Transparency
Tunnelling & wizards	Unpredictable reinforcement	Watermarking
What you can do	What you have	What you know
What you’ve done	Where you are	Who or what you are
Why are you giving them away?	Worry resolution