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WHAT IS YOUR

PERCEPTION
STRATEGY?
(WHY IT'S NOT ALL ABOUT CONTENT)

                                   @stephenanderson

                                       #IAS12
Product
Stephen P.   Strategy




                        aND
                       n
             Deonsisuglting
             C




 Anderson
Product
Stephen P.   Strategy




                        aND
                       n
             Deonsisuglting
             C




 Anderson
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
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
PERCEPTION IS YOUR (NEURAL) MAP OF REALITY
What's Your Perception Strategy? (Why It's NOT All About Content)
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
What's Your Perception Strategy? (Why It's NOT All About Content)
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/
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/
What's Your Perception Strategy? (Why It's NOT All About Content)
(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
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 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?
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
What's Your Perception Strategy? (Why It's NOT All About Content)
COMPANY
     SPACE

communications layer

   presentation
       layer


    The ‘thing’
      itself

    perceptions




    PERSONAL
      SPACE
What's Your Perception Strategy? (Why It's NOT All About Content)
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
What's Your Perception Strategy? (Why It's NOT All About Content)
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
http://www.poetpainter.com/thoughts/article/classifying-experiences
http://www.poetpainter.com/thoughts/article/classifying-experiences
What's Your Perception Strategy? (Why It's NOT All About Content)
THE WORLD “OUT THERE”

  -              +
THE WORLD YOU PERCEIVE
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
What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)
“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.
“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
http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
What's Your Perception Strategy? (Why It's NOT All About Content)
"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."
"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?”
“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?
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.)




                        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?
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.)




                        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?
What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)
short            verbose             lengthy,
  answer            answer             digestable
                                         answer
“poor quality”    “too much effort
                 (for me to read)”   “ah, just right!”
short            verbose             lengthy,
  answer            answer             digestable
                                         answer
“poor quality”    “too much effort
                 (for me to read)”   “ah, just right!”
What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)
{Long email. Short reply.}
{Long email. Short reply.}



 “Sent from my iPhone.”
“my kids” vs ‘four boys”
“cucumber chips”
What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)
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!
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.
Explore the space “Between
the Lines”
Consider a" possible associations,
intended or unintended.
Explore the space “Between
the Lines”
Consider a" possible associations,
intended or unintended.
Explore the space “Between
the Lines”
Consider a" possible associations,
intended or unintended.
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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What's Your Perception Strategy? (Why It's NOT All About Content)

  • 1. WHAT IS YOUR PERCEPTION STRATEGY? (WHY IT'S NOT ALL ABOUT CONTENT) @stephenanderson #IAS12
  • 2. Product Stephen P. Strategy aND n Deonsisuglting C Anderson
  • 3. Product Stephen P. Strategy aND n Deonsisuglting C Anderson
  • 4. Product Stephen P. Strategy aND n Deonsisuglting C Anderson
  • 7. 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.
  • 8. 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.
  • 9. 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.
  • 10. 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.
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. MY “EXPERIENCE” CHOCOLATE SENSES OF THE CHOCOLATE + A WHOLE LOT MORE!
  • 15. YOUR BRAIN CONSTRUCTS (AN EXPERIENCE OF) REALITY MY “EXPERIENCE” CHOCOLATE SENSES OF THE CHOCOLATE + A WHOLE LOT MORE! Reality Simulation
  • 16. 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
  • 17. Chocolate. + Luxury?
  • 18. PERCEPTION IS YOUR (NEURAL) MAP OF REALITY
  • 19. PERCEPTION IS YOUR (NEURAL) MAP OF REALITY
  • 22. Chocolate. C ontent!
  • 23. “IT’S ALL ABOUT CONTENT”
  • 24. IN TERMS OF AN EXPERIENCE, IT IS NOT “ALL ABOUT CONTENT”
  • 25. 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)
  • 27. CONTENT What EXTERNAL CONTEXT Who, Where, When, Why PRESENTATION How
  • 28. CONTENT What EXTERNAL INTERNAL CONTEXT CONTEXT Who, Where, Under what When, Why circumstances PRESENTATION How
  • 30. 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
  • 31. Changing the context changes appreciation http://www.washingtonpost.com/wp-dyn/content/article/2007/04/04/AR2007040401721.html
  • 32. 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
  • 33. 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/
  • 34. 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/
  • 36. (THE WORLD OUT THERE) STIMULUS Reality
  • 37. HEARING TASTE SMELL TOUCH VISION (THE WORLD OUT THERE) STIMULUS SENSORY ORGANS BALANCE Reality PAIN TIME TEMPERATURE AND MORE!
  • 38. 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!
  • 39. 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!
  • 40. (THE WORLD YOU PERCEIVE) (THE WORLD OUT THERE) Reality Simulation
  • 41. THE WORLD “OUT THERE” - + THE WORLD YOU PERCEIVE
  • 42. THE WORLD “OUT THERE” - + THE WORLD YOU PERCEIVE
  • 44. 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…?
  • 45. IS A GOOD EXPERIENCE SIMPLY ABOUT TASK ACCOMPLISHMENT?
  • 49. 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.”
  • 50. 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.”
  • 51. IS PACKAGING PART OF USER EXPERIENCE?
  • 52. IS PACKAGING PART OF USER EXPERIENCE?
  • 53. 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…?
  • 55. communications layer presentation layer The ‘thing’ itself perceptions
  • 57. COMPANY SPACE communications layer presentation layer The ‘thing’ itself perceptions PERSONAL SPACE
  • 59. 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
  • 61. 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
  • 66. THE WORLD “OUT THERE” - + THE WORLD YOU PERCEIVE
  • 67. THE WORLD “OUT THERE” - + THE WORLD YOU PERCEIVE
  • 68. THE WORLD “OUT THERE” - + THE WORLD YOU PERCEIVE THINK ABOUT ASSOCIATIONS (AKA “PATTERN MATCHING”)
  • 69. Why do we know these are all the letter A? A A A A A A A A A AA A
  • 77. “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.
  • 78. “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.
  • 86. "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."
  • 87. "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."
  • 88. “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?”
  • 89. “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?”
  • 90. 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)
  • 94. 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
  • 95. 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/
  • 96. Hey, it’s a video! eos.html http://www.theinvisiblegorilla.com/vid .
  • 97. INATTENTIONAL BLINDNESS Visual perception is more than photons entering your eyes and activating your brain. To truly see, you must pay attention.
  • 98. My “A-Ha!” moment about pattern recognition
  • 99. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 100. 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?
  • 101. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 102. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 103. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 104. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 105. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 106. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 107. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 112. short verbose lengthy, answer answer digestable answer “poor quality” “too much effort (for me to read)” “ah, just right!”
  • 113. short verbose lengthy, answer answer digestable answer “poor quality” “too much effort (for me to read)” “ah, just right!”
  • 116. {Long email. Short reply.}
  • 117. {Long email. Short reply.} “Sent from my iPhone.”
  • 118. “my kids” vs ‘four boys”
  • 123. 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!)
  • 124. THIS ALL SOUNDS A BIT… ESOTERIC?
  • 125. “ 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
  • 131. ADVERTISING MUSICIANS EDUCATORS ARCHITECTURE PHOTOGRAPHY IANS WHAT ABOUT UX? MAGIC FILM POLITICIANS LAWYERS NEGOTIATIONS ARTISTS UBLISHERS
  • 132. WHAT ARE YOU DOING TO (INTENTIONALLY) SHAPE PERCEPTIONS IN YOUR WORK?
  • 133. !
  • 134. 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.
  • 135. Explore the space “Between the Lines” Consider a" possible associations, intended or unintended.
  • 136. Explore the space “Between the Lines” Consider a" possible associations, intended or unintended.
  • 137. Explore the space “Between the Lines” Consider a" possible associations, intended or unintended.
  • 138. Explore the space “Between the Lines” Consider a" possible associations, intended or unintended.
  • 139. Explore the space “Between the Lines” Consider a" possible associations, intended or unintended.
  • 141. Thank you! slideshare.net/stephenpa getmentalnotes.com Stephen P Anderson . @stephenanderson www.poetpainter.com
  • 142. 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/
  • 143. MORE: Fascinating research on developing a new sense: http://feelspace.cogsci.uni-osnabrueck.de/