Perception

Meet Jordan
Hi

Jordan interprets sensory information to
perceive the world.
Sight, sound, scent, taste
Touch

Jordan has
5 psychological
tools he uses to
perceive the world.

Emotion

Experience Emotion

Knowledge
Experience Emotion

Knowledge Personality
Experience Emotion

Reason
Knowledge Personality
Experience Emotion

Lets try communicating
with Jordan and see what
happens...

“That’s a nice shirt
Jordan”

*This slide has notes

Jordan appeared to be
happy with that message;
but why?

Emotion - Happy
Experience - Jordan trusts that we
have good taste in clothes
Reason
Knowledge - Jordan believes he has a
nice shirt on
Knowledge Personality
Reason - Jordan appreciates the
compliment
Personality - Jordan thinks we’re
Experience Emotion friendly
Result - Jordan smiles, appreciates
the compliment, believes we’re friendly,
and will wear his shirt more often in the
hopes of getting more compliments.
*This slide has notes

The goal of
communication is usually
to have an audience
perceive a message in a
specific way.

Jordan would like to know how can you
ensure everyone perceives a message
the same way?

You can’t
*This slide has notes

But you can take steps to help prevent
misperception.
Clarity Ambiguity
Alignment Confusion
Information Observations
Examples Anecdotes
Logic Emotion

Lets take Jordan and a
group of his friends and
try to get them to perceive
a message in the same
way

Jordan Elena Yulia Stas Jason Jackie

How will they perceive
this Google ad:
Dove shampoo will make your hair smell good.
Get some today

Perception: Dove cares how I smell; if I click the link I’ll start
Jordan smelling even better.
Perception: Dove shampoo must smell good, next time I’m in
Elena the drug store I’ll smell it.
Perception: If it’s full of perfume it’s going to give me a rash, I
Yulia need to stay away from Dove.
Perception: Only girls care how their hair smells. I better not
Stas buy Dove.
Perception: Good smelling hair is important; if it’s on sale next
Jason time I need shampoo I’ll consider it.
Perception: I bet that lady in my office with the overpowering
Jackie hair-smell uses Dove. Why don’t they make scentless
shampoo.

3 of them succeeded in
perceiving the ad in a
satisfactory way.
*This slide has notes

Examining the ad next to our checklist,
where did we make mistakes?
Clarity Ambiguity
Alignment Confusion
Information Observations
Examples Anecdotes
Logic Emotion

How can we help align
perceptions?
*This slide has notes

This should work better.
Dove shampoo will make your hair smell clean
without the use of harsh chemicals or perfumes.
Click for some stories & Save!

You can avoid confusing
Jordan (and everyone else)
by using standards and
finite instructions.
*This slide has notes

Figuring out how a
particular person, or group
of people will perceive a
message is a tricky task.

The trick is to figure out
key perception indicators
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Group A Group B
Wants lots of Wants lots of
information interactivity
Group C Group D
Wants a quick Wants to feel
explanation secure
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Online, architecting an
optimal user experience to
achieve a desired brand
perception takes a well
tuned team.

Extending that across all
media, and incorporating
that desired perception
into core values across a
corporation takes strong
leadership.

But if you do it, you’ll
create a performance
brand that’ll live up to
expectations.
*This slide has notes