What's Your Perception Strategy? (Why It's NOT All About Content)

WHAT IS YOUR PERCEPTION STRATEGY? (WHY IT'S NOT ALL ABOUT CONTENT) @stephenanderson #IAS12

Product Stephen P. Strategy aND n Deonsisuglting C Anderson

PSYCHOLOGY. COGNITION. NEUROSCIENCE. #FASCINATING! BUT, I AM A DESIGNER. DIS CL AI ME R) (

Chocolate.

Chocolate. Can you recommend any good chocolatiers in NOLA? The first chocolatier that comes to mind is Sucre! The owner/chef Tariq Hanna is considered one of the top chocolate and pastry chefs in the USA and is known for unique chocolates.

Mmm. Chocolate. At Sucré, it is our mission to share our passion for the confectionary industry with the world through exceptional products and uncompromising customer service. Everything we create is handmade in small batches and crafted from the finest ingredients available, often inspired from local, homegrown flavors.

Mmm. Chocolate. At Sucré, it is our mission to share our passion for the confectionary industry with the world through named one of the country’s TOP TEN pastry chefs by Dessert Professionals Magazineproducts and uncompromising exceptional customer service. Everything we create is handmade in small batches and crafted from the finest ingredients available, often inspired from local, homegrown flavors.

Mmm. Chocolate. Avery Caramel milk chocolate ganache coated in dark chocolate and topped with a touch of salt. Meuniere Brown butter folded into white chocolate ganache, coated in dark chocolate

But, it’s not just about the Chocolate. Avery Caramel milk chocolate ganache coated in dark chocolate and topped with a touch of salt. Meuniere Brown butter folded into white chocolate ganache, coated in dark chocolate

your current appetite your opinion ratings of chocolate Chocolate. packaging the ingredients appearance the experience pricing story my (and my friends) recommendation national recogntion local connection

MY “EXPERIENCE” CHOCOLATE SENSES OF THE CHOCOLATE + A WHOLE LOT MORE!

YOUR BRAIN CONSTRUCTS (AN EXPERIENCE OF) REALITY MY “EXPERIENCE” CHOCOLATE SENSES OF THE CHOCOLATE + A WHOLE LOT MORE! Reality Simulation

YOUR BRAIN CONSTRUCTS (AN EXPERIENCE OF) REALITY MY “EXPERIENCE” CHOCOLATE SENSES OF THE CHOCOLATE + A WHOLE LOT MORE! Reality Simulation PERCEPTION IS NOT A PROCESS OF ACTIVE ABSORPTION BUT OF ACTIVE CONSTRUCTION, BASED ON PRIOR EXPERIENCES AND MEMORIES

Chocolate. + Luxury?

PERCEPTION IS YOUR (NEURAL) MAP OF REALITY

Chocolate.

Chocolate. C ontent!

“IT’S ALL ABOUT CONTENT”

IN TERMS OF AN EXPERIENCE, IT IS NOT “ALL ABOUT CONTENT”

IN TERMS OF AN EXPERIENCE, IT IS NOT “ALL ABOUT CONTENT” Content doesn't exist independent of some presentation form. Even type choice & delivery mode affects perception of written content. (My 2¢) content + presentation (+ other forms of context) = perception / meaning. (Meaning is constructed via prcptns)

CONTENT What PRESENTATION How

CONTENT What EXTERNAL CONTEXT Who, Where, When, Why PRESENTATION How

CONTENT What EXTERNAL INTERNAL CONTEXT CONTEXT Who, Where, Under what When, Why circumstances PRESENTATION How

brain scans confirmed that people don't just think the more expensive (but identical) wine tasted better—it actually really did taste better… Changing the label on wine bottles changes the taste http://www.psychologytoday.com/blog/brainstorm/200803/is-5000-prostitute-worth-the-price

Changing the context changes appreciation http://www.washingtonpost.com/wp-dyn/content/article/2007/04/04/AR2007040401721.html

Effect of typefaces on legal briefs? http://www.ca7.uscourts.gov/Rules/Painting_with_Print.pdf , http://www.typographyforlawyers.com/ and http://www.amsciepub.com/doi/abs/10.2466/pms.106.1.35-42

Easily Pronounced Names May Make People More Likable Though it might seem impossible, and certainly inadvisable, to judge a person by their name, a new study suggests our brains try anyway. The more pronounceable a person’s name is, the more likely people are to favor them. http://www.wired.com/wiredscience/2012/02/name-pronunciation-success/

(THE WORLD OUT THERE) STIMULUS Reality

HEARING TASTE SMELL TOUCH VISION (THE WORLD OUT THERE) STIMULUS SENSORY ORGANS BALANCE Reality PAIN TIME TEMPERATURE AND MORE!

HEARING TASTE SMELL TOUCH VISION (THE WORLD OUT THERE) (THE WORLD YOU PERCEIVE) STIMULUS SENSORY ORGANS PERCEPTUAL ORGAN BALANCE Reality PAIN Simulation TIME TEMPERATURE AND MORE!

HEARING TASTE SMELL TOUCH VISION (THE WORLD OUT THERE) (THE WORLD YOU PERCEIVE) STIMULUS SENSORY ORGANS PERCEPTUAL ORGAN ICONIC SHORT-TERM LONG-TERM MEMORY MEMORY MEMORY BALANCE Reality PAIN Simulation TIME TEMPERATURE AND MORE!

(THE WORLD YOU PERCEIVE) (THE WORLD OUT THERE) Reality Simulation

THE WORLD “OUT THERE” - + THE WORLD YOU PERCEIVE

2006…

From ‘user experiences’ to ‘The Experience Economy’ to ‘designing for experiences,” not to mention “brand experiences,” “customer experience management,” and “experiential marketing”— experiences are definitely the topic du jour. But with so many different perspectives, each with substantial merit, I found myself asking what creates a great experience…?

IS A GOOD EXPERIENCE SIMPLY ABOUT TASK ACCOMPLISHMENT?

WHAT ABOUT THOSE EXPERIENCES WE PAY FOR?

WHAT ARE WE REALLY BUYING?

WHAT SHAPES AN EXPERIENCE, REALLY? “neuromarketing” “...when you understand more about how the human brain works, and when you understand more about how your potential consumer’s brain works, then you can more effectively drive the decision-making process of the brain.”

WHAT SHAPES AN EXPERIENCE, REALLY? “...the brain was recalling images and ideas from commercials, and the brand was overriding the actual quality of the product.”

IS PACKAGING PART OF USER EXPERIENCE?

user experience the experience economy designing for experiences brand experiences experience design strategy customer experience management experiential marketing ... Experiences are deﬁnitely the topic du jour. But what creates a great experience…?

http://www.poetpainter.com/thoughts/article/classifying-experiences

communications layer presentation layer The ‘thing’ itself perceptions

COMPANY SPACE communications layer presentation layer The ‘thing’ itself perceptions PERSONAL SPACE

COMPANY SPACE EM PH AS S IS ON IS O EMPHA BR AND N ECT communications layer BUI DIR G LD AGIN ING M ESS presentation layer TRANSACTIONAL The ‘thing’ itself ENGAGING perceptions AP PE TO AL RE S TO AS A LS ON PE S AP T ION E MO PERSONAL SPACE

COMPANY SPACE EM PH AS S IS ON IS O EMPHA BR AND N ECT communications layer BUI DIR G LD AGIN ING M ESS presentation layer The ‘thing’ itself RATIONAL EMOTIONAL perceptions AP PE TO AL RE S TO AS A LS ON PE S AP T ION E MO PERSONAL SPACE

http://www.poetpainter.com/thoughts/article/classifying-experiences

THE WORLD “OUT THERE” - + THE WORLD YOU PERCEIVE

THE WORLD “OUT THERE” - + THE WORLD YOU PERCEIVE THINK ABOUT ASSOCIATIONS (AKA “PATTERN MATCHING”)

Why do we know these are all the letter A? A A A A A A A A A AA A

“Message of Love from the Dolpins” (Message d’Amour des Dauphins) If you look at the vase you’ll probably agree that it depicts a man holding and kissing a woman from behind. What if I told you that the image in fact depicts a number of dolphins? In fact it depicts both - it’s all a matter of how your brain interprets it. Kids, who are “inexperienced” tend to see the dolphins. Grownups tend to see the loving couple, Some grownups can’t even see the dolphins if they try really hard. It’s all about what the brain expects and knows. If you know how to see a certain pattern, you’re more likely to see that pattern.

http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings

"Let’s take Susan Boyle. Her music was irrelevant. She was irrelevant. What sold her albums was her story. Of course, the music has to be good, too. But there’s a lot of good music out there. But there aren’t a lot of good stories."

“How fast was the car going when it hit the other car?” “How fast was the car going when it smashed into the other car?”

SURVEY QUESTIONS: (1) How happy are you? (2) How often are you dating? low correlation (.11) (1) How often are you dating? (2) How happy are you? (high correlation (.62)

“CODED ICONIC MESSAGES”

http://www2.psych.ubc.ca/~rensink/ﬂicker/index.html

http://en.wikipedia.org/wiki/Change_blindness http://www2.psych.ubc.ca/~rensink/ﬂicker/index.html

Depth of Field: Mimicking Your Biology The closer an actual object is, the more narrow your range of focus becomes… Our brains have spent a lifetime (or at least youth, for the far- sighted) associating a tight depth of field with closeness. http://uxblog.idvsolutions.com/2012/03/brain-hack-tilt-shift-hows-and-whys.html

LITERAL-METAPHORICAL CONFUSIONS Volunteers would meet one of the experimenters, believing that they would be starting the experiment shortly. In reality, the experiment began when the experimenter, seemingly struggling with an armful of folders, asks the volunteer to briefly hold their coffee. As the key experimental manipulation, the coffee was either hot or iced. Subjects then read a description of some individual... Students who had recently been cradling the warm beverage were far likelier to judge the fictitious character as warm and friendly than were those who had held the iced coffee. http://opinionator.blogs.nytimes.com/2010/11/14/this-is-your-brain-on-metaphors/

Hey, it’s a video! eos.html http://www.theinvisiblegorilla.com/vid .

INATTENTIONAL BLINDNESS Visual perception is more than photons entering your eyes and activating your brain. To truly see, you must pay attention.

My “A-Ha!” moment about pattern recognition

Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?

Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) Bouba-Kiki Effect What do all these have in common?

Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?

PRACTICAL APPLICATION?

short verbose lengthy, answer answer digestable answer “poor quality” “too much effort (for me to read)” “ah, just right!”

{Long email. Short reply.}

{Long email. Short reply.} “Sent from my iPhone.”

“my kids” vs ‘four boys”

“cucumber chips”

anchoring a ‘new’ concept

TWO POINTS (SO FAR) 1. THE WORLD OUT THERE != THE WORLD WE PERCEIVE. 2.ATTENTION & AWARENESS ARE HACKABLE. (AND WE SOMETIMES HACK IT WITHOUT INTENDING TO!)

THIS ALL SOUNDS A BIT… ESOTERIC?

“ The core of every trick is a cold, cognitive experiment in perception.” MAGIC! Read more: http://www.smithsonianmag.com/arts-culture/Teller-Reveals-His-Secrets.html#ixzz1nbqB85k0

FILM! http://www.slideshare.net/adamconnor/applying-ﬁlmmaking-tools-and-techniques-to-interaction-design

DISNEY!

HOSPITALITY!

PHOTOGRAPHY! BEFORE AFTER

ADVERTISING MUSICIANS EDUCATORS ARCHITECTURE PHOTOGRAPHY IANS WHAT ABOUT UX? MAGIC FILM POLITICIANS LAWYERS NEGOTIATIONS ARTISTS UBLISHERS

WHAT ARE YOU DOING TO (INTENTIONALLY) SHAPE PERCEPTIONS IN YOUR WORK?

PERCEPTION STRATEGIES: (TAKEAWAYS?) Equalize the Starting Point Explore the space “Between Design each “Micromoment” We make sense of things based on prior the Lines” To isolate perception possibilities, think experiences. What visual or narrative Consider a" possible associations, about each progressive state along the anchors can you offer to orient someone’s intended or unintended. way, not just the overarching scenario. experience? (Until it’s possible to meet people where they are at) Set the Mood Declare Why Arouse, Engage and Grab Our emotional states contribute Want a better experience? Design based Attention! significantly to how we perceive the on motivations and intent. It’s not What does the brain pay attention to? world around us. Have you thought about what, but also why. Visuals, the unexpected or out of the intentiona"y about the affective ordinary, stories… experience? Adjust the Fidelity of Design Whole Experiences, Context, Context, CONTEXT! Information Shared not Parts. Where does the experience take place, More fidelity equals less room for Human beings don’t subdivide their litera"y and emotiona"y? What’s going interpretation. This is true of visual as experiences into pieces like “graphics” on in the background? What’s going on we" as verbal or written fidelity. and “content.” UIs aren’t so complex interna"y, with that person? that we can’t iterate quickly at a high- level of visual and interaction fidelity.

Explore the space “Between the Lines” Consider a" possible associations, intended or unintended.

WHAT IS YOUR PERCEPTION STRATEGY?

Thank you! slideshare.net/stephenpa getmentalnotes.com Stephen P Anderson . @stephenanderson www.poetpainter.com

MORE: Fantastic books to learn more about the inner workings of the brain The prequel to this presentation: http://www.sleightsofmind.com/ http://amzn.com/0061771295 http://amzn.com/0393077829 http://www.slideshare.net/stephenpa/the-stories-we-construct Not mine, but a bril iant presentation on memory! http://koenatclaes.com/

MORE: Fascinating research on developing a new sense: http://feelspace.cogsci.uni-osnabrueck.de/

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