Did you know that "Tartarian Lamb" was an ontology that impacted world trade routes? Socio cultural dimensions of ontology and our relations to digital objects have an invisible value and more impact on the world then we techies currently realize. What do we know about our social and emotional selves that would enable us to characterize or design web content and meaning in a way that opens up the universe in a positive way? We look at current biometrics for emotion, personality theories and analytics of culture dimension and their implication for web page analysis and design. We are not stuck at set points, and by taking advantage of the brain's plasticity design and train minds with fantastic possibility. Work in collaboration with Spain: R. Gil (physicist and mother) and Roberto Garcia, and theologian/physicist D. Porter. e-mail: cindymason@media.mit.edu

1. Tartarian Lamb
or
Emotion, Knowledge and the Web
Cindy Mason
cmason@steam.stanford.edu
www-formal.stanford.edu/~cmason
with R. Gil, R. Gonzalez, and D. Porter
[© C.Mason – 2013]

2. Outline
I. Motivation
II. Detection of emotions
III. Knowledge and Sociology Models for
Building an emotion ontology or formalizing
emotion creation for web
application/design
I. CULTURE Context (when ‘where, when’ matters)
II. PERSONALITY Personality types & cultural aspects
(or how show information)
IV. Examples - Design persona (Emotion
Design Process)
[© C.Mason – 2013]

3. Part I Motivation
Tartarian Lamb
Vegetable Lamb
Legendary Ontological Peculiarity
Relates to Trade Routes, Virtue and
Expansion of Empires
[© C.Mason – 2013]

4. Motivation: Neuroplasticity
[© C.Mason – 2013]
• Neuroplasticity (Brain Plasticity) describes our brains
• natural ability to change its circuitry to compensate for birth
defects, damage, disease, or the bad habits of unintentional
programming.
• We’re participating in the extraordinary wiring of our brains
every waking moment - either accidentally or intentionally.
• Brain changes and creates new connections our whole life, not
just when we’re young. Its more like a muscle.
• We change the brain based on repeated stimuli, accidentally or
intentionally..good habits or bad habits.
• Image shows effect of brain training program called Lumosity.
• S. Begley, Train Your Mind, Change Your Brain: How a New Science Reveals Our Extraordinary Potential to Transform Ourselves, Ballantine
Books, New York, 2007.

5. Brain Structure of Psychokillers
.
[© C.Mason – 2013]
-The Ventromedial prefrontal cortex is responsible
for sentiments such as empathy and guilt.
-The amygdala mediates fear and anxiety.
-These two areas are important communicate in
processing empathy and in perceiving the mental
and emotional state of others. Reduced in
psychopaths(1).
-Designing UI for compassion is important because
the brain is adaptive (plasticity) and repetitive
social and emotional behavior influence us (2).
This includes media, web pages.
Psychopaths’ brains show differences in structure and function
November 22nd, 2011 in Neuroscience
Images of the brains of prisoner’s who are convicted of murder, show
important differences between psychopaths and non-psychopaths –
the parts of the brain associated with emotional callousness and
anti-social behavior

6. Motivation
Positive Brain Experiences
• Brain Plasticity
• Repeat Positive Exposure has Positive
Influence – Fewer Psychopaths??!!!
• Smiling Beats Many Illnesses! Helps Us
Learn, Retain information, Happier
• Knowledge of Emotion, Culture, People
Helps Engineers and Programmers Create A
More Positive Web Experience for People
• Application to Reverse Engineer /
Understand More Deeply Existing Pages
[© C.Mason – 2013]

7. Design Problems
NOT THIS
[© C.Mason – 2013]

8. Design Problem Solved!
THIS!
Design/Emotion – It is up to us!
We have only to imagine!…
[© C.Mason – 2013]

9. Part II
Detection of emotions
Video
Voice
Text
Biological Signal
Kansei
Engineering
& user testing
[© R.Gil – 2012]
Users

10. Biological signals
• Electroencephalography ( EEG )
• EKG (Heart Math Institute)
• Sphygmomanometer (it measures arterial
pressure)
• Heart rate
• Pulse Oxymeter (estimate the
measurement of arterial oxygen
saturation (SpO2) of hemoglobin)-
anxiety, sadness, love?
• Oxytocin (trust, love, …)
[© C.Mason – 2013]

11. Video , Audio & Text
• Non - verbal language
– Face Heuristics
– Body Heuristics
– Movement Heuristics (e.g. Behavior
monitoring)
• Verbal language
– SVM (irony still not achieved)
– Emoticons
Multimodal integration works best!!!!
[© C.Mason – 2013]

12. Face heuristics
• -Frowning / Fruncir el entrecejo: Un signo que indica necesidad de concentrarse, de percibir falta de
claridad -Brow raising / Levantar las cejas: Signo de intensidad o desconcierto -Gazing away / Alejar la
mirada: Signo de decepción. Necesita ser analizado con otras variables como tiempo, errores… -Smiling
/ Sonreir: Signo de satisfacción o localización de un elemento divertido, alegre, llamativo… Es
importante no confundir la satisfacción de uso con la emocionalidad del contenido. -Compressing the
lips / Apretar los labios: Signo de confusión o frustración. -Moving the mouth / Mover la boca: Signo de
estar perdido o desconcertado. -Expressing vocally /Expresión oral: Toser, suspirar, expirar así como el
volumen, el tono o la calidad de la expresión pueden indicar frustración o decepción. -Hand touching
the face / Tocarse la cara con la mano: Signo de confusión, incertidumbre o que el usuario está perdido
o cansado. -Drawing back on the chair / Apoyarse en la silla: El usuario puede experimentar emociones
negativas o rechazables -Leaning forward the trunk / Inclinar el cuerpo hacia adelante: Signo de
depresión y/o frustración.
[© R.Gil – 2012]

13. Kansei Engineering
& User Testing
• PrEMO
• MORAE
(http://www.youtube.com/watch?v=cA6xc79Ao0I)
• Eye-tracker
(http://www.youtube.com/watch?v=lo_a2cfBUGc)
[© R.Gil – 2012]

14. Part III
Cultural aspects: language
where and when matter
[© R.Gil – 2012]

15. Cultural Aspects
[© C.Mason – 2013]

16. Cultural aspects: symmetry
[© R. Gil – 2012]

17. Cultural aspects:
colors, typography…
[© R.Gil – 2012]

18. Sociology Studies: National Cross-
Culture dimensions
• Sociology studies (20 plus years) indicate the values that distinguished countries
from each other could be grouped statistically into four clusters. Geerdt Hofstaed
– Power Distance (PDI)
– Individualism versus Collectivism (IDV)
– Masculinity versus Femininity (MAS)
– Uncertainty Avoidance (UAI)
• A fifth Dimension was added in 1991 based on research by Michael Bond who
conducted an additional international study among students with a survey
instrument that was developed together with Chinese employees and managers.
That Dimension, based on Confucian dynamism, is Long-Term Orientation (LTO)
and was applied to 23 countries.
In 2010, research by Michael Minkov allowed to extend the number of country
scores for this dimension to 93, using recent World Values Survey data from
representative samples of national populations.
In the 2010 edition of Cultures and organizations, a sixth dimension has been
added, based on Michael Minkov's analysis of the World Values Survey data for 93
countries. This new dimension is called Indulgence versus Restraint.
[© R.Gil – 2012]

19. 5 cultural dimensions
Source: http://geert-hofstede.com/spain.html
[© R.Gil – 2012]

20. Personality types
Ontology
[© C.Mason – 2013]

21. Personality types
Q1. Which is your most natural energy orientation?
INTROVERT(I) or EXTROVERT(E)
Every person has two faces. But most have a preference..
Thus one of their faces, either the Extraverted (E) or
Introverted (I), takes the lead in their personality
development and plays a more dominant role in
their behavior.
Extravert face is directed towards the OUTER world
of activities, excitements, people, and things.
Intravert is directed inward to the INNER world of
thoughts, interests, ideas, and imagination.
[© R.Gil – 2012]

22. Personality types
• Extraverted Characteristics
• Act first, think/reflect later
• Feel deprived when cutoff from interaction
with the outside world
• Usually open to and motivated by outside
world of people and things
• Enjoy wide variety and change in people
relationships
• Introverted Characteristics
• Think/reflect first, then Act
• Regularly require an amount of "private time"
to recharge batteries
• Motivated internally, mind is sometimes so
active it is "closed" to outside world
• Prefer one-to-one communication and
relationships
[© R.Gil – 2012]

23. Personality types cont’d
Do you Perceive by Sensing or by
Intuition?
Q2. Which way of Perceiving or understanding is
most "automatic" or natural?
– The Sensing (S) side of our brain notices the sights,
sounds, smells and all the sensory details of the
PRESENT. It categorizes, organizes, records and stores
the specifics from the here and now. It is REALITY
based, dealing with "what is." It also provides the
specific details of memory & recollections from PAST
events.
– The Intuitive (N) side of our brain seeks to
understand, interpret and form OVERALL patterns of
all the information that is collected and records these
patterns and relationships. It speculates on
POSSIBILITIES, including looking into and forecasting
the FUTURE. It is imaginative and conceptual.
– While both kinds of perceiving are necessary and used
by all people, each of us instinctively tends to favor
one over the other.
[© R. Gil – 2012]

24. Personality types cont’d
• Sensing Characteristics
• Mentally live in the Now, attending to present
opportunities
• Using common sense and creating practical solutions is
automatic-instinctual
• Memory recall is rich in detail of facts and past events
• Best improvise from past experience
• Like clear and concrete information; dislike guessing when
facts are "fuzzy"
• Intuitive Characteristics
• Mentally live in the Future, attending to future possibilities
• Using imagination and creating/inventing new
possibilities is automatic-instinctual
• Memory recall emphasizes patterns, contexts, and
connections
• Best improvise from theoretical understanding
• Comfortable with ambiguous, fuzzy data and with
guessing its meaning.
[© R.Gil – 2012]

25. Personality types con’t
Do you decide with feeling or
thinking?
• Q3. Which way of forming Judgments and making
choices is most natural?
• The Thinking (T) side of our brain analyzes
information in a DETACHED, objective fashion. It
operates from factual principles, deduces and
forms conclusions systematically. It is our logical
nature.
• The Feeling (F) side of our brain forms
conclusions in an ATTACHED and somewhat
global manner, based on likes/dislikes, impact on
others, and human and aesthetic values. It is our
subjective nature.
• While everyone uses both means of forming
conclusions, each person has a natural bias
towards one over the other so that when they give
us conflicting directions - one side is the natural
trump card or tiebreaker
[© C.Mason – 2013]

26. Personality types
• Thinking Characteristics
• Instinctively search for facts and logic in a decision
situation.
• Naturally notices tasks and work to be
accomplished.
• Easily able to provide an objective and critical
analysis.
• Accept conflict as a natural, normal part of
relationships with people.
• Feeling Characteristics
• Instinctively employ personal feelings and impact
on people in decision situations
• Naturally sensitive to people needs and reactions.
• Naturally seek consensus and popular opinions.
• Unsettled by conflict; have almost a toxic reaction
to disharmony.
[© C.Mason – 2013]

27. Personality types
• Q4. What is your "action orientation" towards the outside
world?
• All people use both judging (thinking and feeling)
and perceiving (sensing and intuition) processes to
store information, organize our thoughts, make
decisions, take actions and manage our lives. Yet
one of these processes (Judging or Perceiving)
tends to take the lead in our relationship with the
outside world . . . while the other governs our inner
world.
• A Judging (J) style approaches the outside world
WITH A PLAN and is oriented towards organizing
one's surroundings, being prepared, making
decisions and reaching closure and completion.
A Perceiving (P) style takes the outside world AS IT
COMES and is adopting and adapting, flexible,
open-ended and receptive to new opportunities
and changing game plans.
[© C.Mason – 2013]

28. Personality types
• Judging Characteristics
• Plan many of the details in advance before moving
into action.
• Focus on task-related action; complete meaningful
segments before moving on.
• Work best and avoid stress when able to keep
ahead of deadlines.
• Naturally use targets, dates and standard routines
to manage life.
• Perceiving Characteristics
• Comfortable moving into action without a plan;
plan on-the-go.
• Like to multitask, have variety, mix work and play.
• Naturally tolerant of time pressure; work best close
to the deadlines.
• Instinctively avoid commitments which interfere
with flexibility, freedom and variety
[© C.Mason – 2013]

29. Part IV
Use Design persona knowledge for Web
Emotion/Personality/Culture
• Brand name
• Why is it special? What makes us like it?
[© C.Mason – 2013]
http://aarronwalter.com/design-personas

30. Emotion Filter is like a Design persona -
idea is filter and reshape page based on
user and knowledge applying idea of Aaron
Walter on Design Personas to web
[© C.Mason – 2013]

31. Design persona is not necessarily
categorical, can be a mix
[© C.Mason – 2013]

32. Design persona
[© C.Mason – 2013]
COPY EXAMPLES
In App Greeting
Hi, Bob. You could be a part-time model.
Success Feedback
High fives! Your list has been imported.
Error Feedback
Oops! Looks like you forgot to enter an address.
General Message
Bummer, we don't have any info to report just yet.
Critical Failure
One of our servers is temporarily down. One engineers are
already on the case and will have it resolved shortly.
Marketing Copy
We've got all kinds of social features that help you know
your subscribers and share your newsletters. Integrate your
signup form with Facebook, share your campaigns on
activity on social networks, and more.

33. Design persona
[© C.Mason – 2013]
SURPRISE & DELIGHT
Themed login screens commemorating holidays, cultural
events, or a beloved individual
Easter eggs: Unexpected moments of humor that may have
an overtone of nostalgia referencing kitschy pop culture of
the past
ANTICIPATION
Random funny greetings at the top of each main page (not in
workflow)
REWARDS
Giveaways at the end of a major task workflow
Example: T-shirt giveaways after completing campaigns

34. Surprise
[© C.Mason – 2013]

35. [© C.Mason – 2013]

36. Anticipation
[© C.Mason – 2013]

37. Design persona
example
[© C.Mason – 2013]

38. Design persona
[© C.Mason – 2013]
color font
reward font

39. MoodBoards
[© C.Mason – 2013]

40. MoodBoards
[© C.Mason – 2013]

41. Reward
[© C.Mason – 2013]

42. Reward
[© C.Mason – 2013]

43. Reward (play)
[© C.Mason – 2013]

44. Reward
[© C.Mason – 2013]

45. Website Optimizer
[© C.Mason – 2013]
Google analytics integrates website
optimizer (01/08/2012)

46. EMOTIONS ONTOLOGY
CULTURAL
ASPECTS
CONTEXT
ASPECTS
PERSONALITY
TYPE
In App Greeting
Hi, Bob. You could be a
part-time model
EMOTION
GENERATION
Application that filters web results or characterizes web pages
TO BUILD EMOTION FILTER FOR WEB PAGES
Need: Emotion Ontology, Web Emotion Ontology,
User tests to determine…. Could take feedback from
Users or proactively filter
[© C.Mason – 2013]

47. THANK YOU!!!!
YOU
ARE
AN
AWESOME BLOSSOM
[© C.Mason – 2013]