WHAT IS YOURPERCEPTIONSTRATEGY?(WHY ITS NOT ALL ABOUT CONTENT)                                   @stephenanderson         ...
ProductStephen P.   Strategy                        aND                       n             Deonsisuglting             C A...
ProductStephen P.   Strategy                        aND                       n             Deonsisuglting             C A...
ProductStephen P.   Strategy                        aND                       n             Deonsisuglting             C A...
PSYCHOLOGY.COGNITION.NEUROSCIENCE.#FASCINATING!BUT, I AM A DESIGNER.     DIS CL AI ME R)    (
Chocolate.
Chocolate.Can you recommend anygood chocolatiers in NOLA?         The first chocolatier that comes to mind is Sucre!      ...
Mmm.Chocolate.At Sucré, it is our mission to share our passion forthe confectionary industry with the world throughexcepti...
Mmm.Chocolate.At Sucré, it is our mission to share our passion forthe confectionary industry with the world throughexcepti...
Mmm.                                                                      Chocolate.                                      ...
Mmm.                                               Chocolate.         AveryCaramel milk chocolate ganache coated in dark c...
But, it’s not                                    just about the                                        Chocolate.         ...
your current                              appetiteyour opinion    ratingsof chocolate                                Choco...
MY “EXPERIENCE”CHOCOLATE             SENSES   OF THE CHOCOLATE+ A WHOLE LOT MORE!
YOUR BRAIN CONSTRUCTS(AN EXPERIENCE OF) REALITY                                   MY “EXPERIENCE”    CHOCOLATE            ...
YOUR BRAIN CONSTRUCTS(AN EXPERIENCE OF) REALITY                                         MY “EXPERIENCE”    CHOCOLATE      ...
Chocolate.  + Luxury?
PERCEPTION IS YOUR (NEURAL) MAP OF REALITY
PERCEPTION IS YOUR (NEURAL) MAP OF REALITY
Chocolate.
Chocolate.   C ontent!
“IT’S ALL ABOUT CONTENT”
IN TERMS OF AN EXPERIENCE, IT ISNOT “ALL ABOUT CONTENT”
IN TERMS OF AN EXPERIENCE, IT ISNOT “ALL ABOUT CONTENT”  Content doesnt exist independent  of some presentation form. Even...
CONTENT  WhatPRESENTATION         How
CONTENT                 WhatEXTERNALCONTEXT Who, Where, When, Why               PRESENTATION                        How
CONTENT                 WhatEXTERNAL                      INTERNALCONTEXT                       CONTEXT Who, Where,       ...
brain scans confirmed that people dont just think the more expensive (but identical) wine tasted better—it actually really...
Changing the context                                                             changes appreciationhttp://www.washington...
Effect of typefaces                                                                                                       ...
Easily Pronounced Names May                            Make People More LikableThough it might seem impossible, andcertain...
Easily Pronounced Names May                            Make People More LikableThough it might seem impossible, andcertain...
(THE WORLD OUT THERE)  STIMULUS   Reality
HEARING                              TASTE                              SMELL                             TOUCH           ...
HEARING                              TASTE                              SMELL                             TOUCH           ...
HEARING                              TASTE                              SMELL                             TOUCH           ...
(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 ExperienceEconomy’ to ‘designing for experiences,” not tomention “brand experiences,” “cus...
IS A GOOD EXPERIENCESIMPLY ABOUT TASKACCOMPLISHMENT?
WHAT ABOUT THOSEEXPERIENCES WE PAY FOR?
WHAT ARE WEREALLY BUYING?
WHAT ARE WEREALLY BUYING?
WHAT SHAPES AN EXPERIENCE, REALLY?“neuromarketing”“...when you understand moreabout how the human brainworks, and when you...
WHAT SHAPES ANEXPERIENCE, REALLY?         “...the brain was recalling         images and ideas from         commercials, a...
IS PACKAGINGPART OF USEREXPERIENCE?
IS PACKAGINGPART OF USEREXPERIENCE?
user experiencethe experience economydesigning for experiencesbrand experiencesexperience design strategycustomer experien...
http://www.poetpainter.com/thoughts/article/classifying-experiences
communications layer   presentation       layer    The ‘thing’      itself    perceptions
COMPANY     SPACEcommunications layer   presentation       layer    The ‘thing’      itself    perceptions    PERSONAL    ...
COMPANY                         SPACE              EM                                               PH                    ...
COMPANY                          SPACE              EM                                                PH                  ...
http://www.poetpainter.com/thoughts/article/classifying-experiences
http://www.poetpainter.com/thoughts/article/classifying-experiences
http://www.poetpainter.com/thoughts/article/classifying-experiences
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 AA A A AA AA A
“Message of Love from the Dolpins”(Message d’Amour des Dauphins)If you look at the vase you’ll probably agreethat it depic...
“Message of Love from the Dolpins”(Message d’Amour des Dauphins)If you look at the vase you’ll probably agreethat it depic...
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
"Let’s take Susan Boyle. Her musicwas irrelevant. She was irrelevant.What sold her albums was herstory. Of course, the mus...
"Let’s take Susan Boyle. Her musicwas irrelevant. She was irrelevant.What sold her albums was herstory. Of course, the mus...
“How fast was the car going whenit hit the other car?”“How fast was the car going whenit smashed into the other car?”
“How fast was the car going whenit hit the other car?”“How fast was the car going whenit 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 da...
“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 Biology                               ...
LITERAL-METAPHORICAL CONFUSIONSVolunteers would meet one of the experimenters,believing that they would be starting the ex...
Hey, it’s a video!                                            eos.html      http://www.theinvisiblegorilla.com/vid        ...
INATTENTIONAL BLINDNESSVisual perception is morethan photons entering youreyes and activating yourbrain. To truly see, you...
My “A-Ha!” moment about pattern recognition
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
PRACTICAL APPLICATION?
short            verbose             lengthy,  answer            answer             digestable                            ...
short            verbose             lengthy,  answer            answer             digestable                            ...
{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 SOMETI...
THIS ALL SOUNDS A BIT…       ESOTERIC?
“ The core of            every trick is a            cold, cognitive            experiment in            perception.”     ...
FILM!http://www.slideshare.net/adamconnor/applying-filmmaking-tools-and-techniques-to-interaction-design
DISNEY!
DISNEY!
HOSPITALITY!
PHOTOGRAPHY!BEFORE                  AFTER
ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY       IANS           WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIA...
WHAT ARE YOU DOING TO(INTENTIONALLY) SHAPEPERCEPTIONS IN YOUR WORK?
!
PERCEPTION STRATEGIES: (TAKEAWAYS?)Equalize the Starting Point                 Explore the space “Between                 ...
Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
WHAT IS YOURPERCEPTIONSTRATEGY?
Thank you!slideshare.net/stephenpa  getmentalnotes.comStephen P Anderson         .@stephenandersonwww.poetpainter.com
MORE:                                                             Fantastic books to learn more about the inner workings o...
MORE:  Fascinating research on developing a new sense:                                            http://feelspace.cogsci....
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)
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)
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)
What's Your Perception Strategy? (Why It's NOT All About Content)
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What's Your Perception Strategy? (Why It's NOT All About Content)

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If we focus too much on content, we ignore what we know about how our associative brain comes to makes sense new information. Think about how many people respond before reading past the first sentence of an email, or how a magazine article doesn't get the same reaction when displayed in HTML. Or consider how knowing the author of a publication influences your judgement of that content.

Picking up from the session Stephen P. Anderson gave last year on "The Stories We Construct" (a biological look at the narratives that influence behavior), this session focuses on how we come to perceive—and respond to— information. From phantom limbs to magicians fooling our senses, Stephen proposes a model that makes sense of how we truly experience information. Practical? You'll leave with a deep understanding of everything UX is about and an awareness of common practices that don't account for this knowledge.

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  1. 1. WHAT IS YOURPERCEPTIONSTRATEGY?(WHY ITS NOT ALL ABOUT CONTENT) @stephenanderson #IAS12
  2. 2. ProductStephen P. Strategy aND n Deonsisuglting C Anderson
  3. 3. ProductStephen P. Strategy aND n Deonsisuglting C Anderson
  4. 4. ProductStephen P. Strategy aND n Deonsisuglting C Anderson
  5. 5. PSYCHOLOGY.COGNITION.NEUROSCIENCE.#FASCINATING!BUT, I AM A DESIGNER. DIS CL AI ME R) (
  6. 6. Chocolate.
  7. 7. Chocolate.Can you recommend anygood 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. 8. Mmm.Chocolate.At Sucré, it is our mission to share our passion forthe confectionary industry with the world throughexceptional products and uncompromisingcustomer service. Everything we create ishandmade in small batches and crafted from thefinest ingredients available, often inspired fromlocal, homegrown flavors.
  9. 9. Mmm.Chocolate.At Sucré, it is our mission to share our passion forthe confectionary industry with the world throughexceptional products and uncompromisingcustomer service. Everything we create ishandmade in small batches and crafted from thefinest ingredients available, often inspired fromlocal, homegrown flavors.
  10. 10. Mmm. Chocolate. At Sucré, it is our mission to share our passion for the confectionary industry with the world throughnamed 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. 11. Mmm. Chocolate. AveryCaramel 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. 12. But, it’s not just about the Chocolate. AveryCaramel 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. 13. your current appetiteyour opinion ratingsof chocolate Chocolate. packaging the ingredients appearance the experience pricing story my (and my friends) recommendationnationalrecogntion local connection
  14. 14. MY “EXPERIENCE”CHOCOLATE SENSES OF THE CHOCOLATE+ A WHOLE LOT MORE!
  15. 15. YOUR BRAIN CONSTRUCTS(AN EXPERIENCE OF) REALITY MY “EXPERIENCE” CHOCOLATE SENSES OF THE CHOCOLATE + A WHOLE LOT MORE! Reality Simulation
  16. 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. 17. Chocolate. + Luxury?
  18. 18. PERCEPTION IS YOUR (NEURAL) MAP OF REALITY
  19. 19. PERCEPTION IS YOUR (NEURAL) MAP OF REALITY
  20. 20. Chocolate.
  21. 21. Chocolate. C ontent!
  22. 22. “IT’S ALL ABOUT CONTENT”
  23. 23. IN TERMS OF AN EXPERIENCE, IT ISNOT “ALL ABOUT CONTENT”
  24. 24. IN TERMS OF AN EXPERIENCE, IT ISNOT “ALL ABOUT CONTENT” Content doesnt 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)
  25. 25. CONTENT WhatPRESENTATION How
  26. 26. CONTENT WhatEXTERNALCONTEXT Who, Where, When, Why PRESENTATION How
  27. 27. CONTENT WhatEXTERNAL INTERNALCONTEXT CONTEXT Who, Where, Under what When, Why circumstances PRESENTATION How
  28. 28. brain scans confirmed that people dont just think the more expensive (but identical) wine tasted better—it actually really did taste better…Changing the label on winebottles changes the taste http://www.psychologytoday.com/blog/brainstorm/200803/is-5000-prostitute-worth-the-price
  29. 29. Changing the context changes appreciationhttp://www.washingtonpost.com/wp-dyn/content/article/2007/04/04/AR2007040401721.html
  30. 30. 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
  31. 31. Easily Pronounced Names May Make People More LikableThough it might seem impossible, andcertainly inadvisable, to judge a person bytheir name, a new study suggests our brainstry 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/
  32. 32. Easily Pronounced Names May Make People More LikableThough it might seem impossible, andcertainly inadvisable, to judge a person bytheir name, a new study suggests our brainstry 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/
  33. 33. (THE WORLD OUT THERE) STIMULUS Reality
  34. 34. HEARING TASTE SMELL TOUCH VISION(THE WORLD OUT THERE) STIMULUS SENSORY ORGANS BALANCE Reality PAIN TIME TEMPERATURE AND MORE!
  35. 35. 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!
  36. 36. 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!
  37. 37. (THE WORLD YOU PERCEIVE)(THE WORLD OUT THERE) Reality Simulation
  38. 38. THE WORLD “OUT THERE” - +THE WORLD YOU PERCEIVE
  39. 39. THE WORLD “OUT THERE” - +THE WORLD YOU PERCEIVE
  40. 40. 2006…
  41. 41. From ‘user experiences’ to ‘The ExperienceEconomy’ to ‘designing for experiences,” not tomention “brand experiences,” “customerexperience management,” and “experientialmarketing”— experiences are definitely thetopic du jour. But with so many differentperspectives, each with substantial merit, Ifound myself askingwhat creates agreat experience…?
  42. 42. IS A GOOD EXPERIENCESIMPLY ABOUT TASKACCOMPLISHMENT?
  43. 43. WHAT ABOUT THOSEEXPERIENCES WE PAY FOR?
  44. 44. WHAT ARE WEREALLY BUYING?
  45. 45. WHAT ARE WEREALLY BUYING?
  46. 46. WHAT SHAPES AN EXPERIENCE, REALLY?“neuromarketing”“...when you understand moreabout how the human brainworks, and when youunderstand more about howyour potential consumer’sbrain works, then you canmore effectively drive thedecision-making process of thebrain.”
  47. 47. WHAT SHAPES ANEXPERIENCE, REALLY? “...the brain was recalling images and ideas from commercials, and the brand was overriding the actual quality of the product.”
  48. 48. IS PACKAGINGPART OF USEREXPERIENCE?
  49. 49. IS PACKAGINGPART OF USEREXPERIENCE?
  50. 50. user experiencethe experience economydesigning for experiencesbrand experiencesexperience design strategycustomer experience managementexperiential marketing...Experiences are definitely the topic du jour.But what creates a great experience…?
  51. 51. http://www.poetpainter.com/thoughts/article/classifying-experiences
  52. 52. communications layer presentation layer The ‘thing’ itself perceptions
  53. 53. COMPANY SPACEcommunications layer presentation layer The ‘thing’ itself perceptions PERSONAL SPACE
  54. 54. 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 layerTRANSACTIONAL 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
  55. 55. 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’ itselfRATIONAL EMOTIONAL perceptions AP PE TO AL RE S TO AS A LS ON PE S AP T ION E MO PERSONAL SPACE
  56. 56. http://www.poetpainter.com/thoughts/article/classifying-experiences
  57. 57. http://www.poetpainter.com/thoughts/article/classifying-experiences
  58. 58. http://www.poetpainter.com/thoughts/article/classifying-experiences
  59. 59. THE WORLD “OUT THERE” - +THE WORLD YOU PERCEIVE
  60. 60. THE WORLD “OUT THERE” - +THE WORLD YOU PERCEIVE
  61. 61. THE WORLD “OUT THERE” - +THE WORLD YOU PERCEIVE THINK ABOUT ASSOCIATIONS (AKA “PATTERN MATCHING”)
  62. 62. Why do we know these are all the letter A?A A A AA A A AA AA A
  63. 63. “Message of Love from the Dolpins”(Message d’Amour des Dauphins)If you look at the vase you’ll probably agreethat it depicts a man holding and kissing awoman from behind. What if I told you thatthe image in fact depicts a number ofdolphins?In fact it depicts both - it’s all a matter of howyour brain interprets it. Kids, who are“inexperienced” tend to see the dolphins.Grownups tend to see the loving couple, Somegrownups can’t even see the dolphins if theytry really hard.It’s all about what the brain expects andknows. If you know how to see a certainpattern, you’re more likely to see that pattern.
  64. 64. “Message of Love from the Dolpins”(Message d’Amour des Dauphins)If you look at the vase you’ll probably agreethat it depicts a man holding and kissing awoman from behind. What if I told you thatthe image in fact depicts a number ofdolphins?In fact it depicts both - it’s all a matter of howyour brain interprets it. Kids, who are“inexperienced” tend to see the dolphins.Grownups tend to see the loving couple, Somegrownups can’t even see the dolphins if theytry really hard.It’s all about what the brain expects andknows. If you know how to see a certainpattern, you’re more likely to see that pattern.
  65. 65. http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
  66. 66. http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
  67. 67. http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
  68. 68. http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
  69. 69. http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
  70. 70. http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
  71. 71. "Let’s take Susan Boyle. Her musicwas irrelevant. She was irrelevant.What sold her albums was herstory. Of course, the music has tobe good, too. But there’s a lot ofgood music out there. But therearen’t a lot of good stories."
  72. 72. "Let’s take Susan Boyle. Her musicwas irrelevant. She was irrelevant.What sold her albums was herstory. Of course, the music has tobe good, too. But there’s a lot ofgood music out there. But therearen’t a lot of good stories."
  73. 73. “How fast was the car going whenit hit the other car?”“How fast was the car going whenit smashed into the other car?”
  74. 74. “How fast was the car going whenit hit the other car?”“How fast was the car going whenit smashed into the other car?”
  75. 75. 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)
  76. 76. “CODED ICONIC MESSAGES”
  77. 77. http://www2.psych.ubc.ca/~rensink/flicker/index.html
  78. 78. http://en.wikipedia.org/wiki/Change_blindnesshttp://www2.psych.ubc.ca/~rensink/flicker/index.html
  79. 79. 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
  80. 80. LITERAL-METAPHORICAL CONFUSIONSVolunteers would meet one of the experimenters,believing that they would be starting the experimentshortly. In reality, the experiment began when theexperimenter, seemingly struggling with an armful offolders, asks the volunteer to briefly hold their coffee.As the key experimental manipulation, the coffee waseither hot or iced. Subjects then read a description ofsome 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/
  81. 81. Hey, it’s a video! eos.html http://www.theinvisiblegorilla.com/vid .
  82. 82. INATTENTIONAL BLINDNESSVisual perception is morethan photons entering youreyes and activating yourbrain. To truly see, youmust pay attention.
  83. 83. My “A-Ha!” moment about pattern recognition
  84. 84. Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  85. 85. Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) Bouba-Kiki Effect What do all these have in common?
  86. 86. Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  87. 87. Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  88. 88. Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  89. 89. Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  90. 90. Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  91. 91. Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  92. 92. Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  93. 93. PRACTICAL APPLICATION?
  94. 94. short verbose lengthy, answer answer digestable answer“poor quality” “too much effort (for me to read)” “ah, just right!”
  95. 95. short verbose lengthy, answer answer digestable answer“poor quality” “too much effort (for me to read)” “ah, just right!”
  96. 96. {Long email. Short reply.}
  97. 97. {Long email. Short reply.} “Sent from my iPhone.”
  98. 98. “my kids” vs ‘four boys”
  99. 99. “cucumber chips”
  100. 100. anchoring a‘new’ concept
  101. 101. 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!)
  102. 102. THIS ALL SOUNDS A BIT… ESOTERIC?
  103. 103. “ 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
  104. 104. FILM!http://www.slideshare.net/adamconnor/applying-filmmaking-tools-and-techniques-to-interaction-design
  105. 105. DISNEY!
  106. 106. DISNEY!
  107. 107. HOSPITALITY!
  108. 108. PHOTOGRAPHY!BEFORE AFTER
  109. 109. ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY IANS WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIATIONSARTISTS UBLISHERS
  110. 110. WHAT ARE YOU DOING TO(INTENTIONALLY) SHAPEPERCEPTIONS IN YOUR WORK?
  111. 111. !
  112. 112. 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, thinkexperiences. What visual or narrative Consider a" possible associations, about each progressive state along theanchors can you offer to orient someone’s intended or unintended. way, not just the overarching scenario.experience? (Until it’s possible to meetpeople where they are at)Set the Mood Declare Why Arouse, Engage and GrabOur 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 theintentiona"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 goinginterpretation. This is true of visual as experiences into pieces like “graphics” on in the background? What’s going onwe" 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.
  113. 113. Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
  114. 114. Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
  115. 115. Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
  116. 116. Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
  117. 117. Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
  118. 118. WHAT IS YOURPERCEPTIONSTRATEGY?
  119. 119. Thank you!slideshare.net/stephenpa getmentalnotes.comStephen P Anderson .@stephenandersonwww.poetpainter.com
  120. 120. 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/0393077829http://www.slideshare.net/stephenpa/the-stories-we-construct Not mine, but a bril iant presentation on memory! http://koenatclaes.com/
  121. 121. MORE: Fascinating research on developing a new sense: http://feelspace.cogsci.uni-osnabrueck.de/
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