Aubade Lecon Nº 34: Tell them a secret. While our world is on the way to become a more and more digital one, Graphic Design transitions into Interactive Design. Posters, brochures, billboards and signage turn into apps, websites & digital interfaces. With over a billion websites live at the end of 2016, it has become virtually impossible to stand out and attract customers and users. Johannes Ippen takes you on a ride through the world of experience design and shows how behavioral psychology and the rules of seduction can help to create better and eventually irresistible design products - and what we can learn from French lingerie, Swedish furniture stores & roller coasters.