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Psychology of Design: Brand Story & Virtual Reality - Media Summit 2016

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Dr. Pamela Rutledge, Media Summit 2016.
A brand is a virtual reality. If you're creating VR to sell your brand, don't screw up the brand story that already lives in the consumer's brain. Stories are essential to bridge the gap between human cognition and digital experience. Too much technology and not enough attention to consumer experience will result in #VRfail.

Published in: Marketing

Psychology of Design: Brand Story & Virtual Reality - Media Summit 2016

  1. 1. PSYCHOLOGY OF DESIGN Dr. Pamela Rutledge Director, Media Psychology Research Center pamelarutledge@gmail.com @pamelarutledge BRAND STORY& VIRTUAL REALITY Media Summit New York 2016
  2. 2. A brand IS a virtual reality
  3. 3. 4 The most powerful VR headset ever designed
  4. 4. 5 This is where meaning is created
  5. 5. Image of VR equipment
  6. 6. Everything You Need to Know About Psychology for Good VR Design
  7. 7. 1. Tell a good story* 2. Make consumer needs more important than bells & whistles
  8. 8. Humans are analogue VR is digital
  9. 9. Storytelling transports us between the two worlds
  10. 10. 1. Tell a good story* 2. Make consumer needs more important than bells & whistles
  11. 11. Emotions & Instincts Unconscious Rational Conscious Emotions Mastery Pain and gain Participation Self-focused Social validation Safety/Control Purpose Narrative Needs & Goals Attention starts here
  12. 12. Can I use it easily? Why do I care? Can I share this experience with others? What do I expect from this experience? How does it make me feel? How does it help me see myself better? Customer Perspective
  13. 13. Should I Use VR? Wrong Question:
  14. 14. What’s My Goal? Right Question:
  15. 15. Build A Decision Tree Do I have a good story*? Yes Who Is My Audience? Tech Savvy Low Tech Social No Go Get One Define, Quantify, Measure To Match Tech Attributes w/User Expectations
  16. 16. DEFINE, QUANTIFY, MEASURE & MATCH • Technology – Equipment burden • Cost, physical interference • User perceptions of technology type, & emotional archetype • User Experience –Emotions –Needs • Control, mastery, social connection Match Tech with User Expectations & Needs
  17. 17. Technology User Needs IMMERSION In the Zone • ”Extraordinary” experience • Sense of presence & transportation • Suspension of disbelief; decreased resistance to persuasion
  18. 18. Technology User Needs IMMERSION Out of the Zone • Disrupts story • Loss of control • Social isolation • High adoption hurdle • Loss of immersion • Negative experience reflects back on brand EXIT POINTS
  19. 19. Don’t slip on the shiny penny of new technology. Your brand is a virtual reality Don’t screw it up
  20. 20. PSYCHOLOGY OF DESIGN Dr. Pamela Rutledge Director, Media Psychology Research Center pamelarutledge@gmail.com @pamelarutledge THANK YOU Media Summit New York 2016

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