Form factors on hardware and page design online are part of what persuades someone to take action, according to Chris Risdon, talking about behavioral changes as value proposition at SXSW Sunday. The whole process becomes like walking a fine line. The design brings awareness, but marketers need to become aware of how aware consumers are of the persuasion. Don't conceal the intent in features, products and services marketers want consumers to take. Some companies constrain features to help consumers have a positive outcome. "We have more products and services that are less about my stuff and more about me," he said.