The document discusses perception and how it relates to optical illusions. It provides definitions of perception as the process by which sensory information is organized and interpreted by the brain. It describes the three steps of perception - selection, organization, and interpretation. It discusses how perception is shaped by individual factors rather than objectively reflecting reality. Our perception can be influenced by optical illusions and differs from how things actually are in the world.

2. “
WE DON’T SEE THINGS AS THEY ARE,
WE SEE THINGS AS WE ARE.

3. MEANING
Perception refers to the way we try
to understand the world around us.
In terms of optical illusion it means
our EYES.

4. DEFINITION
The process by which sensory information is
actively organized and interpreted by the
brain
The process of selecting, organizing, and
interpreting raw sensory data into useful
mental representations of the world.

5. “
WE DON’T SEE THINGS AS THEY ARE,
WE SEE THINGS AS WE ARE.

6. “
WE DON’T SEE THINGS AS THEY ARE,
WE SEE THINGS AS WE ARE.

7. “
WE DON’T SEE THINGS AS THEY ARE,
WE SEE THINGS AS WE ARE.

8. “
WE DON’T SEE THINGS AS THEY ARE,
WE SEE THINGS AS WE ARE.

9. “
WE DON’T SEE THINGS AS THEY ARE,
WE SEE THINGS AS WE ARE.

10. Sensory Organs

11. SENSATION
￭ The process through which the senses pick up visual,
auditory, and other sensory stimuli and transmit them to
the brain.
￭ Sensory information that has registered in the brain
but has not been interpreted called sensation.

12. How Sensation Occurs?
Eyes, ears, skin, nose, and tongue and contain
receptor cells.
These receptor cells receive and process sensory
information from the environment.

13. REALITY
Reality is a unique concept because you shape your
own reality through your beliefs.
Keep an open mind at all times and remember that a
point of view is always valuable to each individual.

14. “
WE DON’T SEE THINGS AS THEY ARE,
WE SEE THINGS AS WE ARE.

15. “
WE DON’T SEE THINGS AS THEY ARE,
WE SEE THINGS AS WE ARE.

16. “
WE DON’T SEE THINGS AS THEY ARE,
WE SEE THINGS AS WE ARE.

17. Process of
Perception

18. Defining…
“Perception is a process by which an
individual organizes and interprets its
sensory impressions in order to give
meaning to their environment.”

19. Perceptual
process
The perceptual process ia a
sequence of steps that begins with
receiving stimuli from the
environment and ends with
interpretation of those stimuli.
This process is typically unconscious and
happens hundreds of thousands of times a day.

20. Perception-3 Step
process
Selection Organization Interpretaton

21. Rubin’s Vase

22. 1 SELECTION

23. “
Perceptual selection is the process by
which people filter out irrelevant or less
significant information so that they can
deal with the most important thing.
Defining…
Attended Stimuli: To which we are
attended to.

24. 2 ORGANIZATION

25. “
Perceptual organizaton is the process
by which people group environmental
stimuli into recognizable patterns.
Defining…

26. Once you have chosen to a stimulus in the
environment the chosen sets off a series of
reactions in our brain.
◇ The neural process starts with the activation of our
sensory receptors.
◇ The receptors transduce the input energy into neural
activity.
◇ It is transmitted to our brain, where we construct a
mental reprentation of the stimulus called a percept .

28. 3 INTERPRETATION

29. “
Perceptual interpretation is the process
by which people undersatnd and give
meaning to the organized stimuli.
Defining…

30. “There exists
nothing until we
give it meaning.”
Emela Alozie
Perception is said to have take place
only after the data have been
interpreted.

31. Amazing facts about
perception
(How we see and perceive the
world)

32. The eye is not a camera.
Perception is all about
survival; it cares not for
documenting what is
“really out there”. Vision is
a survival tool not a
recording device.It does
not matter if we see things
“wrong” as long as we see
what we need to survive.

33. “
People seee what they want to see
and what people want to see
never has anything to do with the
truth……!!!!!
(ROBERTY BOLANO)

34. Seeing the Movements1

35. The setting sun is a giant optical illusion. We
know the sun is not actually sinking into the
ocean, yet that is what we see. How could we
be so wrong about something so big and so
common…?

38. Seeing the Colors2

39. Color Vision
◇Human vision is limited. They can only see
light of wavelengths from about 390nm to
750nm on the EM spectrum.
◇The other wavelengths are still there, but
our eyes simply cannot detect them.
◇The capacity to differentiate between EM
radiation of different wavelength is what
gives us color vision.
◇Colors do not exist in the physical
world.They are just EM waves of different
wavelengths.Colors are the product of the
way our eyes and brain perceive the world.

41. Trichromats, Dichromats,Tetrachromats
◇Humans are Trichromats, which means they
have three types of color-sensitive cone cells
in their eyes that allow them differentiate
different wavelengths of light.
◇Of all placental mammals, only primates and
most species of new world monkeys are
Trichromates.
◇Most other mammals Dichromats that means
they have two types of color sensitive cone
cells, which make them only see colors on the
yellow-blue spectrum.

43. “
◇Surely you can see the tiger’s orange
coat standing among the green of the
jungle.
◇WHY…????
◇Obviously because you are
trichromats.

44. “
◇Most other mammals see this :

46. Trichromacy
◇What all these trichromats have in common is that
they are highly social animals.
◇So can trichromacy be somehow related to this..???
◇Infact… it does.
◇According to Dr.Mark Changizi, what is common to
trichromate primates is exposed facial skin (i.e faces
not covered with fur).
◇When the skin is exposed, these primates can
communicate their emotional state based on the level
of Hemoglobin and Oxygen level in the blood.
◇A green hue of the skin usually indicates sickness (low
hemoglobin , oxygen).
◇Red indicates blushing or excitement (high
hemoglobin, oxygen)

47. We see color not because
color exists in the
physical world but
because color vision is
useful for
communication.

48. A Rare case : Tetrachromats
◇There is actually a rare genetic mutation that allows
some women to see 100 times more colors than an
average person.
◇The condition called Tetrachromacy, comes from
having four cones as opposed to the usual three that
most humans have.
One tetrachromat described the experience
of looking at a basic pebble walkway to the
BBC, “The little stones jump out at me with
oranges, yellows,greens,blues and pinks.”
she said, adding”I am kind of shocked when
I realize what other people are not seeing.”

49. Size, Shape, Distance,
Height
3

51. ◇As objects move into the distance, they
appear to become smaller.But we know the
world around us does not grow or shrink.
◇We saw earlier that we procrss a sense of
color constancy.We also have a sense of size
constancy.
◇We know that planes don’t get smaller after
they take off, even if our eyes present them
that way.
◇What we finally see is not so much “what’s
out there” as it is our interpretation of what’s
out there.

52. Size and Distance
You make “guesses” concerning size based on
clues about disance. If you don’t know how far
away something is, you cannot determine its actual
size visually.
◇Moviemakers use the lack of distance
cues to make their viewers think a small
object is large. A film director can
surround a small plastic model of a cruise
ship with featureless ocean to make a
believable giant ship.

54. Shape and
Height

60. If you ask most people what they think a mainframe is,
most will likely get visions of black and white photos of
antiquated computers housed in an IBM backroom. As
the Vice President of Z Systems Marketing for IBM,
it’s Deon Newman’s job to change that perception.
Believe it or not, all of us are connected to a
mainframe multiple times each day.

61. Case Study : How IBM changed
Perception of their Product &
Increased Revenue by 20%

62. Challenge
As the 50 year anniversary of one of their most popular
products was quickly approaching, they knew it was time
to transform the brand and reposition their offering.
The Journey of Brand
Transformation & Repositioning
IBM had a new technology coming out in January of
2015 and the 50th anniversary of the launch of the
mainframe 50 in April of 2014. Many people wanted to
run away from the term “mainframe” because it was
associated with a legacy concept (which in the IT world is
a dirty word). The company used this milestone as an
opportunity to project and flip the perception.

63. For this purpose IBM created a series of marketing campaigns to bring
relevance to their mainframe product and create a more contemporary
approach for the way the product is used.
The team at IBM developed a client led
communication program called “The Engines of Progress”. They went
into some of their biggest clients, and enabled them to tell their own
stories about how they have changed their industries and the world.
The Engines of Progress clients included Walmart, Visa and First
National Bank.
In addition to celebrating what IBM had accomplished with
current clients, they also wanted to start focusing on cultivating
Generation Z. They created a contest called “Master the Mainframe”
which was a three round gaming contest designed to introduce
mainframe gaming to the new generation.

64. Results
The lesson of this experience wasn’t that IBM
sold a lot of mainframes (which they did) but that
they found something contemporary with a credible
story and linked these two things help in changing
the minds of their customers, potential customers,
and their community at large. The results, speak for
themselves.

65. Thanks!
Any questions?