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

@stephenanderson

#IAS12

WHAT IS YOUR

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

Anderson

Product

DesignStrategy aND

Stephen P.

Stephen P. Anderson

Consulting

Anderson

Product

DesignStrategy aND

Stephen P.

Stephen P. Anderson

Consulting

Anderson

Product

DesignStrategy aND

Stephen P.

Stephen P. Anderson

Consulting

PSYCHOLOGY.COGNITION.NEUROSCIENCE.#FASCINATING!

BUT, I AM A DESIGNER.

(DISCLAIMER)

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.

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.

named one of the country’s TOP TEN pastry chefs by Dessert Professionals Magazine

Mmm.Chocolate.

AveryCaramel milk chocolate ganache

coated in dark chocolate and topped with a touch of salt.

MeuniereBrown butter folded into white chocolate ganache, coated in dark chocolate

But, it’s not just about the

Chocolate.

Meuniere

Caramel milk chocolate ganache coated in dark chocolate and topped with a touch of salt.

Brown butter folded into white chocolate ganache, coated in dark chocolate

Chocolate.

pricing

ratings

my (and my friends) recommendation

appearance

packaging

the experience

national recogntion

the ingredients

local connection

your opinion of chocolate

your current appetite

SENSESMY “EXPERIENCE”

OF THE CHOCOLATECHOCOLATE+ A WHOLE LOT MORE!

OF THE CHOCOLATE

Simulation

CHOCOLATE+ A WHOLE LOT MORE!

YOUR BRAIN CONSTRUCTS (AN EXPERIENCE OF) REALITY

Reality

OF THE CHOCOLATE

Simulation

PERCEPTION IS NOT A PROCESS OF ACTIVE ABSORPTION BUT OF ACTIVE CONSTRUCTION, BASED ON PRIOR EXPERIENCES AND MEMORIES

CHOCOLATE+ A WHOLE LOT MORE!

YOUR BRAIN CONSTRUCTS (AN EXPERIENCE OF) REALITY

Reality

Chocolate.+ Luxury?

PERCEPTION IS YOUR (NEURAL) MAP OF REALITY

Chocolate.

Chocolate.Content!

“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

PRESENTATION

EXTERNALCONTEXT

Who, Where, When, Why

CONTENT

PRESENTATION

INTERNALCONTEXT

Under what circumstances

EXTERNALCONTEXT

Who, Where, When, Why

CONTENT

PRESENTATION

Changing the label on wine bottles changes the taste

brain scans confirmed that people don't just think the more expensive (but identical) wine tasted better—it actually really did taste better…

http://www.psychologytoday.com/blog/brainstorm/200803/is-5000-prostitute-worth-the-price

http://www.washingtonpost.com/wp-dyn/content/article/2007/04/04/AR2007040401721.html

Changing the context changes appreciation

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

http://www.wired.com/wiredscience/2012/02/name-pronunciation-success/

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.

Easily Pronounced Names May Make People More Likable

http://www.wired.com/wiredscience/2012/02/name-pronunciation-success/

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.

Easily Pronounced Names May Make People More Likable

STIMULUS(THE WORLD OUT THERE)

Reality

STIMULUS SENSORY ORGANS(THE WORLD OUT THERE)

Reality

HEARING

VISION

BALANCE

TEMPERATURE

ANDMORE!

ABILITY TO REGISTER

HUNGER AND THIRST

SPATIAL (MAGNETIC)

ORIENTATION

STIMULUS SENSORY ORGANS PERCEPTUAL ORGAN(THE WORLD OUT THERE) (THE WORLD YOU PERCEIVE)

SimulationReality

HEARING

VISION

BALANCE

TEMPERATURE

ANDMORE!

ABILITY TO REGISTER

HUNGER AND THIRST

SPATIAL (MAGNETIC)

ORIENTATION

STIMULUS SENSORY ORGANS PERCEPTUAL ORGANICONIC MEMORY

SHORT-TERM MEMORY

LONG-TERM MEMORY

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

SimulationReality

HEARING

VISION

BALANCE

TEMPERATURE

ANDMORE!

ABILITY TO REGISTER

HUNGER AND THIRST

SPATIAL (MAGNETIC)

ORIENTATION

(THE WORLD OUT THERE)

(THE WORLD YOU PERCEIVE)

SimulationReality

THE WORLD “OUT THERE”

THE WORLD YOU PERCEIVE

- +THE WORLD “OUT THERE”

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.”

“...the brain was recalling images and ideas from commercials, and the brand was overriding the actual quality of the product.”

WHAT SHAPES AN EXPERIENCE, REALLY?

IS PACKAGING PART OF USER EXPERIENCE?

user experiencethe experience economy designing for experiencesbrand experiencesexperience design strategycustomer experience managementexperiential marketing...

Experiences are definitely the topic du jour.

But what creates a great experience…?

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

presentation layer

communications layer

perceptions

The ‘thing’ itself

COMPANY SPACE

PERSONAL SPACE

presentation layer

perceptions

ENGAGINGTRANSACTIONAL

COMPANY SPACE

PERSONAL SPACE

EMPHASIS ON BRAND BUILDING

EMPHASIS ON

DIRECT

MESSAGING

APPEALS TO

EMOTIONS

APPEALS TO REASON

presentation layer

perceptions

EMOTIONALRATIONAL

COMPANY SPACE

PERSONAL SPACE

EMPHASIS ON BRAND BUILDING

EMPHASIS ON

DIRECT

MESSAGING

APPEALS TO

EMOTIONS

APPEALS TO REASON

presentation layer

perceptions

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

THE WORLD YOU PERCEIVETHINK ABOUT ASSOCIATIONS (AKA “PATTERN MATCHING”)

Why do we know these are all the letter A?

A A A AA A A

A AA AA

“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

"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?

(1) How often are you dating?(2) How happy are you?

low correlation (.11)

(high correlation (.62)

“CODED ICONIC MESSAGES”

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

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

Depth of Field: Mimicking Your BiologyThe 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

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/ http://www.radiolab.org/2008/nov/17/is-free-will-really-free/

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...

LITERAL-METAPHORICAL CONFUSIONS

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

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

INATTENTIONAL BLINDNESS

My “A-Ha!” moment about pattern recognition

Aesthetic Associations

(shapes, colors, movement)

Conceptual Metaphor

Narratives & Stories

What do all these have in common?

Perceived Affordances

(shadows, reflections, etc.)

Semiotics/Iconography

Conceptual Metaphor

Bouba-Kiki Effect

Conceptual Metaphor

PRACTICAL APPLICATION?

short answer

“poor quality”

verbose answer

“too much effort (for me to read)”

lengthy, digestable

answer

“ah, just right!”

short answer

“poor quality”

verbose answer

“too much effort (for me to read)”

lengthy, digestable

answer

“ah, just right!”

{Long email. Short reply.}

“Sent from my iPhone.”

{Long email. Short reply.}

“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?

Read more: http://www.smithsonianmag.com/arts-culture/Teller-Reveals-His-Secrets.html#ixzz1nbqB85k0

The core of every trick is a cold, cognitive experiment in perception.”

MAGIC!

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

DISNEY!

HOSPITALITY!

BEFORE AFTER

PHOTOGRAPHY!

ARCHITECTURE

MUSICIANS

EDUCATORS

POLITICIANS

LAWYERS

PHOTOGRAPHY

NEGOTIATIONS

MAGICIANS

ARTISTS

PUBLISHERS

ADVERTISING

WHAT ABOUT UX?

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

PERCEPTION STRATEGIES: (TAKEAWAYS?)

Design Whole Experiences, not Parts.Human beings don’t subdivide their experiences into pieces like “graphics” and “content.” UIs aren’t so complex that we can’t iterate quickly at a high-level of visual and interaction fidelity.

Context, Context, CONTEXT!Where does the experience take place, litera"y and emotiona"y? What’s going on in the background? What’s going on interna"y, with that person?

Adjust the Fidelity of Information Shared More fidelity equals less room for interpretation. This is true of visual as we" as verbal or written fidelity.

Equalize the Starting PointWe make sense of things based on prior experiences. What visual or narrative anchors can you offer to orient someone’s experience? (Until it’s possible to meet people where they are at)

Set the MoodOur emotional states contribute significantly to how we perceive the world around us. Have you thought intentiona"y about the affective experience?

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

Declare WhyWant a better experience? Design based on motivations and intent. It’s not about what, but also why.

Design each “Micromoment”To isolate perception possibilities, think about each progressive state along the way, not just the overarching scenario.

Arouse, Engage and Grab Attention!What does the brain pay attention to? Visuals, the unexpected or out of the ordinary, stories…

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

WHAT IS YOUR

PERCEPTION STRATEGY?

Thank you!

Stephen P. Anderson@stephenandersonwww.poetpainter.com

slideshare.net/stephenpa

getmentalnotes.com

http://www.sleightsofmind.com/

http://amzn.com/0393077829

http://koenatclaes.com/

http://www.slideshare.net/stephenpa/the-stories-we-construct

Fantastic books to learn more about the inner workings of the brain

http://amzn.com/0061771295

The prequel to this presentation:

Not mine, but a brilliant presentation on memory!

http://feelspace.cogsci.uni-osnabrueck.de/

MORE:Fascinating research on developing a new sense:

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

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