Physicality is a communications language hard-wired into the subconscious intuitive processes that govern the majority of our everyday decisions This language can be employed to make meaningful and breakthrough communications in a world where we're learning new ways of communicating — for which we have no evolutionary affinity — and where cognitive attention is at a premium. When we have less time to think, feelings become more important.

1. Physicality:
communications
made for
humans
The most powerful communications
tool is what you don’t think about!

2. Intro
Physicality is a communications
language hard-wired into the
subconscious intuitive processes
that govern the majority of our
everyday decisions!
This language can be employed to
make meaningful and breakthrough
communications in a world where
cognitive attention is at a
premium!

3. Humans aren’t
logical
Despite having all the necessary
information to make rational,
considered decisions, most
people let their primitive
System 1 processes guide many of
their behaviours!

4. Intuition is
evolutionary
Intuition is the product of 6
million years of human evolution
when priorities were different.
Decisions had to be made (like
avoiding a sabre-toothed tiger)
without taking time to think —
hence our greatest fear is
uncertainty!

5. Intuition is
NOT thinking
Intuition is everything you
don’t think about!

6. Familiarity is
the engine of
intuition
Intuition is a process of
recognition. For speed, it uses
a system of associations to
match new to known stimuli!

7. Intuition is like
radar
Our intuition is always on,
sweeping our senses, making
thousands of instant judgments
and decisions we’re not aware of!

8. Intuition is a
physical
super-sense
Intuition takes inputs from our
five senses, which are tuned to
the physical environment!

9. Physicality is
hard-wired
Human intelligence evolved in a
physical environment (not a
digital one)!

10. Physicality talks
to humans
Physicality is a hot-line
to the intuitive processes
that inform most of the
decisions, judgments and
behaviours that shape
people’s everyday lives!

11. Objects are
like us
Humans and objects are both
self-contained separate entities!

12. We see ourselves
in objects
Objects wear with age and
ultimately deteriorate — they
remind us we’re mortal (what the
Japanese understand as Wabi-Sabi) !

13. We see the world
as things
We conceptualise everything into
self-contained separate entities
(think about how often you use
the word things to put boundaries
around abstract ideas)!

14. …even when it
isn’t
The nature of Digital media — a
single network of interconnected
code — is alien to us, but we
perceive it, and represent it, as
being made of separate entities
in order to understand it better!

15. Physicality is a
language…
We all know how to read the
nuanced detail of the physical
things that surround us: size,
shape, texture, material and
construction!

16. …we read
without thinking
Physicality talks directly to
our effortless intuitive
understanding!

17. We learn it
as infants
on,
duca&
&on,
e
Educa
Human infants learn about
physicality by sticking
objects in their mouths (which
are most sensitive). We all
learn this language before we
learn to speak and think!
&
educa
on

18. The medium is
the message
In any physical communication,
the structure speaks volumes.
Fear of uncertainty makes
intuition pay very close
attention to initial encounters!

19. Physicality is a
primer
The physical nature of a
communication is the initial
encounter and shapes and informs
how we feel, thus what we think
(and whether we choose to think)
about its content (e.g. words)!

20. Feelings are
physical
Intuition registers in our ‘gut’
and extreme feelings can present
as real physical sensations!

21. How it feels is
how it feels
The physical/emotional
conflation is a heuristic. In
communications, physical
characteristics are read
directly as emotional
sensations — without thinking!

22. Physicality is
valuable
When used to communicate,
objects act as heuristics —
mental shortcuts for digitally
distracted, media-weary,
overloaded human minds!

23. The power is in
NOT thinking
Physicality is the ultimate
nudge mechanism — it shortcuts
the cognitive processes that all
modern media messages are trying
to address, to engage the
intuitive emotional processes
that make us human!

24. Signals, not
messages
We obey signals; ignore messages!

25. If you want to
make people
feel something…
Emotions remain the core
connection for effective
communications and building
lasting bonds between
organisations and people!

26. …give them
something they
can feel
Physicality can articulate
feelings directly to humans!

27. Physicality can
change how
people feel, think
and act

28. Communications
made for humans
32-38 Saffron Hill
Ground floor
London
EC1N 8FH
Tim Milne
020 7421 9369 / 07831 219335
tim@artomatic.co.uk
@timARTOMATIC
www.artomatic.co.uk