Persuasion using 5 senses

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A scientific approach that links design to senses.

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Persuasion using 5 senses

  1. 1. SUCCESS THROUGH SENSES BACK TO BASICS
  2. 2. <ul><li>WHAT IS THE SOUND OF YOUR FEELINGS? </li></ul><ul><li>WHAT IS THE TOUCH OF YOUR FEELINGS? </li></ul><ul><li>WHAT IS THE SMELL OF YOUR FEELINGS? </li></ul><ul><li>WHAT IS THE SIGHT OF YOUR FEELINGS? </li></ul>
  3. 3. <ul><li>Ever thought why we offer TEA or COFFEE to guests? </li></ul>Why do we like to wear good fragrance or spray good smell at entrance? Why do we smile when we meet? NAMASTE , HUG, BOW
  4. 4. <ul><li>Have you smelled time? </li></ul><ul><li>Do you need a watch to tell time? </li></ul><ul><li>Ever navigated using smell? </li></ul><ul><li>Can you sniff a stranger from a friend? </li></ul><ul><li>Have you ever smelled threat? </li></ul><ul><li>Nose never sleeps </li></ul>
  5. 5. <ul><li>Touch is the largest biggest sense in our body. </li></ul><ul><li>Ever experienced a touch that reached your soul? </li></ul><ul><li>Any product that touches the soul will get sold. </li></ul>
  6. 6. SENSE-EN-ERING <ul><li>Do you buy a product or experience ? </li></ul><ul><li> or </li></ul><ul><li>DREAMS, FANTASY, DELIGHT, EMOTION, SENSUALITY, MOOD, HOPE, PRIDE, AWE, AHA, WOW, IMAGINATON ? </li></ul><ul><li>So do you sell a product / concept ? </li></ul><ul><li>or </li></ul><ul><li>DREAMS, FANTASY, DELIGHT, EMOTION, SENSUALITY, MOOD, HOPE, PRIDE, AWE, AHA, WOW, IMAGINATON , PERCEPTION ? </li></ul>
  7. 7. <ul><li>Brain is driven by two types of drivers which influence decision </li></ul><ul><li>Primal Drivers – Physiological HUNGER, LOVE,LUST,PAIN,FEAR, FOOD, SEX (touch), COMFORT , POWER,HEALTH ETC </li></ul><ul><li>Developed Drivers </li></ul><ul><li>HUMOUR,SURPRISE,MISTERY, SOCIAL ATTENTION, ACCEPTANCE, ANTICIPATION, EMOTION, SPIRITUALITY, COMPASSION, ALTRUISM, PEACE,ETC </li></ul>A Human brain is continuously making decisions
  8. 8. WHAT IS MORE RATIONAL, REASON OR FEELING (SENSE) ? SMELL, LOOKS, TOUCH AND FEEL OR REASONING Feelings will always win over reason unless reason is put strongly….
  9. 9. ANALYTICAL IQ ASSOCIATIVE EQ SYNCHRONISTIC SQ WE THINK /MEMORISE DUE TO CONNECTION BETWEEN NEURONS HUMAN BRAIN IS A NETWORK OF NEURONS.
  10. 10. DOES THIS HELP ME TO UNDERSTAND INFLUENCE OF DISPLAYS ON PEOPLE IN PUBLIC PLACES
  11. 11. Concept of Entrainment Two people standing or sitting near each other will have similar pulse rate due to resonance between the bodies.
  12. 12. Concept of Entrainment There mental state of people waiting in the waiting lounges is similar, thus giving the advertiser chance to influence them more effectively and getting his message through.
  13. 13. When you are waiting Irritability increases Entrainment happens Emotional Brain active Increase in Anxiety Increase in Pulse Rate There is less resistance You listen and agree to anything and everything shown if shown in a specific manner
  14. 14. A good design is a treat to the senses. It makes you lust for it, fall in love with it Designing is all about Communication
  15. 15. Before you design <ul><li>Understand the real purpose of the exercise </li></ul><ul><li>For Client : Understand what his aspirations would be. Design to sell dreams and not ideas. </li></ul><ul><li>Design to create Delight </li></ul><ul><li>Optimal </li></ul><ul><li>Coherent </li></ul><ul><li>Non Monotonous </li></ul><ul><li>Simultaneous </li></ul><ul><li>Sensory stimulation leads to DELIGHT </li></ul>
  16. 16. Plan for a Multisensory Experience <ul><li>Audio Stimulus – 40 % </li></ul><ul><li>Visual Stimulus – 70% </li></ul><ul><li>Visual +Audio – 75%-80% </li></ul><ul><li>Visual +Audio +Smell– 85% </li></ul><ul><li>Visual + Audio + Smell+ Touch– 90% </li></ul>A perfect design can stimulate all the senses of the brain
  17. 17. What do we look for? (Focal Accent) <ul><li>PEOPLE </li></ul><ul><li>MOVEMENT </li></ul><ul><li>BRIGHTNESS </li></ul><ul><li>HIGH CONTRAST </li></ul><ul><li>VIVID COLOURS </li></ul><ul><li>PATTERNS </li></ul><ul><li>We notice meanings and combinations of </li></ul><ul><ul><li>Moving People </li></ul></ul><ul><ul><li>People with bright colours and commonality </li></ul></ul><ul><ul><li>Common Motions and relative sizes </li></ul></ul>
  18. 18. MULTI SENSORY AND CROSS SENSORY EXPERIENCE BRAIN CANNOT HANDLE MORE THAN 7 COMPLEXITIES AT A TIME Understand the way we Act/React BRAIN HAS 15 AREAS OF SOUND BRAIN HAS 3 AREAS OF SOUND SOUND SHADES RGB COLOURS FEMALES MALES HOW We PERCIEVE
  19. 19. Design - Approach <ul><li>Create Hierarchy </li></ul><ul><li>Create Interest Points </li></ul><ul><li>Lighting color Change </li></ul><ul><li>Smell Scapes </li></ul><ul><li>Create Mystery around the objects </li></ul><ul><li>Change in texture on the floor to create feel </li></ul>Create a reason for people to look at your displays and look again and again and again
  20. 20. Neuroscience of Aesthetics <ul><li>Grouping gives direct messaging to pleasure centre </li></ul><ul><li>Symmetry – Beautiful faces are always symmetrical. Most biological objects are symmetrical. </li></ul><ul><li>Asymmetric is unhealthy. Parasites </li></ul><ul><li>Make it Large – Hyper normal Stimuli gives WOW. Give something expected + Beyond </li></ul>
  21. 21. But do not forget the FOCUS <ul><li>Peak Shift – Pickup most important elements and enhance it.eg. Sketch of Gandhiji more appealing, SRK amplified or highlighted gives WOW </li></ul><ul><li>Isolation – Less is more. A partly draped semi naked women picture is more attractive than 3D Nude. </li></ul><ul><li>Brain likes the act of searching, guessing, uncovering paradoxes, stimulating intellect. </li></ul>
  22. 22. But we are not as complex as we seem to be…. <ul><li>We all are driver driven </li></ul><ul><li>Primal Drivers : Survival, Hunger (food), Love/Lust, Pain, Fear, Possessiveness, Sex (actually Touch), Comfort (self and close ones) </li></ul><ul><li>Developed Drivers : Surprise, mystery, humour, wit, emotions, social attention, acceptance, admiration, compassion, intellect, spirituality, Altruism, Peace (joy, bliss, happiness) </li></ul><ul><li>The more basic driver your idea or concept appeals to, the earlier it is sold. </li></ul>
  23. 23. And the way we do it <ul><li>Consistency </li></ul><ul><li>Frequency </li></ul><ul><li>Anchoring </li></ul><ul><ul><ul><li>Competence </li></ul></ul></ul><ul><ul><ul><li>Contextual </li></ul></ul></ul><ul><ul><ul><li>Intent </li></ul></ul></ul>
  24. 24. <ul><li>Thank You </li></ul>

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