SlideShare a Scribd company logo
WHAT IS YOUR

PERCEPTION
STRATEGY?
(WHY IT'S NOT ALL ABOUT CONTENT)

                                   @stephenanderson

                                       #IAS12
Product
Stephen P.   Strategy




                        aND
                       n
             Deonsisuglting
             C




 Anderson
Product
Stephen P.   Strategy




                        aND
                       n
             Deonsisuglting
             C




 Anderson
Product
Stephen P.   Strategy




                        aND
                       n
             Deonsisuglting
             C




 Anderson
PSYCHOLOGY.
COGNITION.
NEUROSCIENCE.
#FASCINATING!

BUT, I AM A DESIGNER.


     DIS CL AI ME R)
    (
Chocolate.
Chocolate.

Can you recommend any
good chocolatiers in NOLA?

         The first chocolatier that comes to mind is Sucre!
          The owner/chef Tariq Hanna is considered one of
         the top chocolate and pastry chefs in the USA and
                    is known for unique chocolates.
Mmm.
Chocolate.
At Sucré, it is our mission to share our passion for
the confectionary industry with the world through
exceptional products and uncompromising
customer service. Everything we create is
handmade in small batches and crafted from the
finest ingredients available, often inspired from
local, homegrown flavors.
Mmm.
Chocolate.
At Sucré, it is our mission to share our passion for
the confectionary industry with the world through
exceptional products and uncompromising
customer service. Everything we create is
handmade in small batches and crafted from the
finest ingredients available, often inspired from
local, homegrown flavors.
Mmm.
                                                                      Chocolate.
                                                                     At Sucré, it is our mission to share our passion for
                                                                     the confectionary industry with the world through
named one of the country’s TOP TEN pastry chefs by Dessert Professionals Magazineproducts and uncompromising
                                                                     exceptional
                                                                     customer service. Everything we create is
                                                                     handmade in small batches and crafted from the
                                                                     finest ingredients available, often inspired from
                                                                     local, homegrown flavors.
Mmm.
                                               Chocolate.



         Avery
Caramel milk chocolate ganache
 coated in dark chocolate and
  topped with a touch of salt.
                                    Meuniere
                                 Brown butter folded into
                                 white chocolate ganache,
                                 coated in dark chocolate
But, it’s not
                                    just about the
                                        Chocolate.



         Avery
Caramel milk chocolate ganache
 coated in dark chocolate and
  topped with a touch of salt.
                                    Meuniere
                                 Brown butter folded into
                                 white chocolate ganache,
                                 coated in dark chocolate
your current
                              appetite
your opinion    ratings
of chocolate
                                Chocolate.
  packaging
                              the ingredients
                 appearance
 the experience                        pricing

               story       my (and my friends)
                           recommendation
national
recogntion             local connection
MY “EXPERIENCE”
CHOCOLATE             SENSES   OF THE CHOCOLATE
+ A WHOLE LOT MORE!
YOUR BRAIN CONSTRUCTS
(AN EXPERIENCE OF) REALITY




                                   MY “EXPERIENCE”
    CHOCOLATE            SENSES   OF THE CHOCOLATE
   + A WHOLE LOT MORE!

     Reality                         Simulation
YOUR BRAIN CONSTRUCTS
(AN EXPERIENCE OF) REALITY




                                         MY “EXPERIENCE”
    CHOCOLATE               SENSES      OF THE CHOCOLATE
   + A WHOLE LOT MORE!

     Reality                               Simulation


                         PERCEPTION IS NOT A PROCESS OF
                         ACTIVE ABSORPTION BUT OF ACTIVE
                         CONSTRUCTION, BASED ON PRIOR
                         EXPERIENCES AND MEMORIES
Chocolate.
  + Luxury?
PERCEPTION IS YOUR (NEURAL) MAP OF REALITY
PERCEPTION IS YOUR (NEURAL) MAP OF REALITY
Chocolate.
Chocolate.
   C ontent!
“IT’S ALL ABOUT CONTENT”
IN TERMS OF AN EXPERIENCE, IT IS

NOT “ALL ABOUT CONTENT”
IN TERMS OF AN EXPERIENCE, IT IS

NOT “ALL ABOUT CONTENT”
  Content doesn't exist independent
  of some presentation form. Even type
  choice & delivery mode affects
  perception of written content. (My 2¢)




           content + presentation (+ other forms
           of context) = perception / meaning.
           (Meaning is constructed via prcptns)
CONTENT
  What




PRESENTATION
         How
CONTENT
                 What
EXTERNAL
CONTEXT
 Who, Where,
 When, Why


               PRESENTATION
                        How
CONTENT
                 What
EXTERNAL                      INTERNAL
CONTEXT                       CONTEXT
 Who, Where,                    Under what
 When, Why                     circumstances


               PRESENTATION
                        How
brain scans confirmed that
 people don't just think the
 more expensive (but identical)
 wine tasted better—it actually
 really did taste better…




Changing the label on wine
bottles changes the taste




               http://www.psychologytoday.com/blog/brainstorm/200803/is-5000-prostitute-worth-the-price
Changing the context
                                                             changes appreciation




http://www.washingtonpost.com/wp-dyn/content/article/2007/04/04/AR2007040401721.html
Effect of typefaces
                                                                                                             on legal briefs?




http://www.ca7.uscourts.gov/Rules/Painting_with_Print.pdf , http://www.typographyforlawyers.com/ and http://www.amsciepub.com/doi/abs/10.2466/pms.106.1.35-42
Easily Pronounced Names May
                            Make People More Likable

Though it might seem impossible, and
certainly inadvisable, to judge a person by
their name, a new study suggests our brains
try anyway.
The more pronounceable a person’s name is,
the more likely people are to favor them.



http://www.wired.com/wiredscience/2012/02/name-pronunciation-success/
Easily Pronounced Names May
                            Make People More Likable

Though it might seem impossible, and
certainly inadvisable, to judge a person by
their name, a new study suggests our brains
try anyway.
The more pronounceable a person’s name is,
the more likely people are to favor them.



http://www.wired.com/wiredscience/2012/02/name-pronunciation-success/
(THE WORLD OUT THERE)

  STIMULUS




   Reality
HEARING



                              TASTE



                              SMELL



                             TOUCH



                             VISION


(THE WORLD OUT THERE)

  STIMULUS              SENSORY ORGANS

                             BALANCE



   Reality                     PAIN



                               TIME



                            TEMPERATURE




                               AND
                              MORE!
HEARING



                              TASTE



                              SMELL



                             TOUCH



                             VISION


(THE WORLD OUT THERE)                      (THE WORLD YOU PERCEIVE)

  STIMULUS              SENSORY ORGANS    PERCEPTUAL ORGAN

                             BALANCE



   Reality                     PAIN
                                              Simulation

                               TIME



                            TEMPERATURE




                               AND
                              MORE!
HEARING



                              TASTE



                              SMELL



                             TOUCH



                             VISION


(THE WORLD OUT THERE)                              (THE WORLD YOU PERCEIVE)

  STIMULUS              SENSORY ORGANS       PERCEPTUAL ORGAN
                                          ICONIC        SHORT-TERM     LONG-TERM
                                          MEMORY        MEMORY         MEMORY
                             BALANCE



   Reality                     PAIN
                                                      Simulation

                               TIME



                            TEMPERATURE




                               AND
                              MORE!
(THE WORLD YOU PERCEIVE)



(THE WORLD OUT THERE)



   Reality                 Simulation
THE WORLD “OUT THERE”

  -              +
THE WORLD YOU PERCEIVE
THE WORLD “OUT THERE”

  -              +
THE WORLD YOU PERCEIVE
2006…
From ‘user experiences’ to ‘The Experience
Economy’ to ‘designing for experiences,” not to
mention “brand experiences,” “customer
experience management,” and “experiential
marketing”— experiences are definitely the
topic du jour. But with so many different
perspectives, each with substantial merit, I
found myself asking

what creates a
great experience…?
IS A GOOD EXPERIENCE
SIMPLY ABOUT TASK
ACCOMPLISHMENT?
WHAT ABOUT THOSE
EXPERIENCES WE PAY FOR?
WHAT ARE WE
REALLY BUYING?
WHAT ARE WE
REALLY BUYING?
WHAT SHAPES AN
 EXPERIENCE, REALLY?

“neuromarketing”

“...when you understand more
about how the human brain
works, and when you
understand more about how
your potential consumer’s
brain works, then you can
more effectively drive the
decision-making process of the
brain.”
WHAT SHAPES AN
EXPERIENCE, REALLY?


         “...the brain was recalling
         images and ideas from
         commercials, and the brand
         was overriding the actual
         quality of the product.”
IS PACKAGING
PART OF USER
EXPERIENCE?
IS PACKAGING
PART OF USER
EXPERIENCE?
user experience
the experience economy
designing for experiences
brand experiences
experience design strategy
customer experience management
experiential marketing
...

Experiences are definitely the topic du jour.

But what creates a great experience…?
http://www.poetpainter.com/thoughts/article/classifying-experiences
communications layer

   presentation
       layer


    The ‘thing’
      itself

    perceptions
COMPANY
     SPACE

communications layer

   presentation
       layer


    The ‘thing’
      itself

    perceptions




    PERSONAL
      SPACE
COMPANY
                         SPACE              EM
                                               PH
                                                  AS
          S IS ON                                    IS O
   EMPHA                                     BR
                                                 AND     N
         ECT        communications layer    BUI
      DIR       G                              LD
           AGIN                                   ING
     M ESS
                       presentation
                           layer


TRANSACTIONAL           The ‘thing’
                          itself
                                                     ENGAGING
                        perceptions


    AP
       PE
   TO    AL
      RE    S                                          TO
        AS                                      A LS
           ON                                 PE       S
                                           AP     T ION
                                             E MO
                        PERSONAL
                          SPACE
COMPANY
                          SPACE              EM
                                                PH
                                                   AS
           S IS ON                                    IS O
    EMPHA                                     BR
                                                  AND     N
          ECT        communications layer    BUI
       DIR       G                              LD
            AGIN                                   ING
      M ESS
                        presentation
                            layer


                         The ‘thing’
                           itself
RATIONAL                                             EMOTIONAL
                         perceptions


     AP
        PE
    TO    AL
       RE    S                                          TO
         AS                                      A LS
            ON                                 PE       S
                                            AP     T ION
                                              E MO
                         PERSONAL
                           SPACE
http://www.poetpainter.com/thoughts/article/classifying-experiences
http://www.poetpainter.com/thoughts/article/classifying-experiences
http://www.poetpainter.com/thoughts/article/classifying-experiences
THE WORLD “OUT THERE”

  -              +
THE WORLD YOU PERCEIVE
THE WORLD “OUT THERE”

  -              +
THE WORLD YOU PERCEIVE
THE WORLD “OUT THERE”

  -                   +
THE WORLD YOU PERCEIVE
  THINK ABOUT ASSOCIATIONS
  (AKA “PATTERN MATCHING”)
Why do we know these are all the letter A?


A A A A
A A A A

A AA A
“Message of Love from the Dolpins”
(Message d’Amour des Dauphins)

If you look at the vase you’ll probably agree
that it depicts a man holding and kissing a
woman from behind. What if I told you that
the image in fact depicts a number of
dolphins?
In fact it depicts both - it’s all a matter of how
your brain interprets it. Kids, who are
“inexperienced” tend to see the dolphins.
Grownups tend to see the loving couple, Some
grownups can’t even see the dolphins if they
try really hard.
It’s all about what the brain expects and
knows. If you know how to see a certain
pattern, you’re more likely to see that pattern.
“Message of Love from the Dolpins”
(Message d’Amour des Dauphins)

If you look at the vase you’ll probably agree
that it depicts a man holding and kissing a
woman from behind. What if I told you that
the image in fact depicts a number of
dolphins?
In fact it depicts both - it’s all a matter of how
your brain interprets it. Kids, who are
“inexperienced” tend to see the dolphins.
Grownups tend to see the loving couple, Some
grownups can’t even see the dolphins if they
try really hard.
It’s all about what the brain expects and
knows. If you know how to see a certain
pattern, you’re more likely to see that pattern.
http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
"Let’s take Susan Boyle. Her music
was irrelevant. She was irrelevant.
What sold her albums was her
story. Of course, the music has to
be good, too. But there’s a lot of
good music out there. But there
aren’t a lot of good stories."
"Let’s take Susan Boyle. Her music
was irrelevant. She was irrelevant.
What sold her albums was her
story. Of course, the music has to
be good, too. But there’s a lot of
good music out there. But there
aren’t a lot of good stories."
“How fast was the car going when
it hit the other car?”

“How fast was the car going when
it smashed into the other car?”
“How fast was the car going when
it hit the other car?”

“How fast was the car going when
it smashed into the other car?”
SURVEY QUESTIONS:

(1) How happy are you?
(2) How often are you dating?
         low correlation (.11)



(1) How often are you dating?
(2) How happy are you?
         (high correlation (.62)
“CODED ICONIC MESSAGES”
http://www2.psych.ubc.ca/~rensink/flicker/index.html
http://en.wikipedia.org/wiki/Change_blindness
http://www2.psych.ubc.ca/~rensink/flicker/index.html
Depth of Field:
                                                      Mimicking Your Biology
                                                      The closer an actual object is,
                                                      the more narrow your range of
                                                      focus becomes… Our brains
                                                      have spent a lifetime (or at
                                                      least youth, for the far-
                                                      sighted) associating a tight
                                                      depth of field with closeness.




http://uxblog.idvsolutions.com/2012/03/brain-hack-tilt-shift-hows-and-whys.html
LITERAL-METAPHORICAL CONFUSIONS
Volunteers would meet one of the experimenters,
believing that they would be starting the experiment
shortly. In reality, the experiment began when the
experimenter, seemingly struggling with an armful of
folders, asks the volunteer to briefly hold their coffee.
As the key experimental manipulation, the coffee was
either hot or iced. Subjects then read a description of
some individual...
                              Students who had recently been
                              cradling the warm beverage were
                              far likelier to judge the fictitious
                              character as warm and friendly
                              than were those who had held the
                              iced coffee.
               http://opinionator.blogs.nytimes.com/2010/11/14/this-is-your-brain-on-metaphors/
Hey, it’s a video!
                                            eos.html
      http://www.theinvisiblegorilla.com/vid




                            .
INATTENTIONAL BLINDNESS

Visual perception is more
than photons entering your
eyes and activating your
brain. To truly see, you
must pay attention.
My “A-Ha!” moment about pattern recognition
Aesthetic                     Perceived                      Semiotics/   Conceptual   Narratives
Associations                  Affordances                    Iconography   Metaphor      & Stories
 (shapes, colors, movement)   (shadows, reflections, etc.)




                        What do all these have in common?
Aesthetic                     Perceived                      Semiotics/   Conceptual   Narratives
Associations                  Affordances                    Iconography   Metaphor      & Stories
 (shapes, colors, movement)   (shadows, reflections, etc.)




                               Bouba-Kiki Effect
                        What do all these have in common?
Aesthetic                     Perceived                      Semiotics/   Conceptual   Narratives
Associations                  Affordances                    Iconography   Metaphor      & Stories
 (shapes, colors, movement)   (shadows, reflections, etc.)




                        What do all these have in common?
Aesthetic                     Perceived                      Semiotics/   Conceptual   Narratives
Associations                  Affordances                    Iconography   Metaphor      & Stories
 (shapes, colors, movement)   (shadows, reflections, etc.)




                        What do all these have in common?
Aesthetic                     Perceived                      Semiotics/   Conceptual   Narratives
Associations                  Affordances                    Iconography   Metaphor      & Stories
 (shapes, colors, movement)   (shadows, reflections, etc.)




                        What do all these have in common?
Aesthetic                     Perceived                      Semiotics/   Conceptual   Narratives
Associations                  Affordances                    Iconography   Metaphor      & Stories
 (shapes, colors, movement)   (shadows, reflections, etc.)




                        What do all these have in common?
Aesthetic                     Perceived                      Semiotics/   Conceptual   Narratives
Associations                  Affordances                    Iconography   Metaphor      & Stories
 (shapes, colors, movement)   (shadows, reflections, etc.)




                        What do all these have in common?
Aesthetic                     Perceived                      Semiotics/   Conceptual   Narratives
Associations                  Affordances                    Iconography   Metaphor      & Stories
 (shapes, colors, movement)   (shadows, reflections, etc.)




                        What do all these have in common?
Aesthetic                     Perceived                      Semiotics/   Conceptual   Narratives
Associations                  Affordances                    Iconography   Metaphor      & Stories
 (shapes, colors, movement)   (shadows, reflections, etc.)




                        What do all these have in common?
PRACTICAL APPLICATION?
short            verbose             lengthy,
  answer            answer             digestable
                                         answer
“poor quality”    “too much effort
                 (for me to read)”   “ah, just right!”
short            verbose             lengthy,
  answer            answer             digestable
                                         answer
“poor quality”    “too much effort
                 (for me to read)”   “ah, just right!”
{Long email. Short reply.}
{Long email. Short reply.}



 “Sent from my iPhone.”
“my kids” vs ‘four boys”
“cucumber chips”
anchoring a
‘new’ concept
TWO POINTS (SO FAR)
1. THE WORLD OUT THERE !=
   THE WORLD WE PERCEIVE.
2.ATTENTION & AWARENESS
  ARE HACKABLE.
 (AND WE SOMETIMES HACK IT WITHOUT INTENDING TO!)
THIS ALL SOUNDS A BIT…
       ESOTERIC?
“ The core of
            every trick is a
            cold, cognitive
            experiment in
            perception.”


                                                                                                      MAGIC!

Read more: http://www.smithsonianmag.com/arts-culture/Teller-Reveals-His-Secrets.html#ixzz1nbqB85k0
FILM!

http://www.slideshare.net/adamconnor/applying-filmmaking-tools-and-techniques-to-interaction-design
DISNEY!
DISNEY!
HOSPITALITY!
PHOTOGRAPHY!




BEFORE                  AFTER
ADVERTISING
MUSICIANS
EDUCATORS
ARCHITECTURE
PHOTOGRAPHY
       IANS
           WHAT ABOUT UX?
MAGIC
FILM
POLITICIANS
LAWYERS
NEGOTIATIONS
ARTISTS
  UBLISHERS
WHAT ARE YOU DOING TO
(INTENTIONALLY) SHAPE
PERCEPTIONS IN YOUR WORK?
!
PERCEPTION STRATEGIES: (TAKEAWAYS?)
Equalize the Starting Point                 Explore the space “Between                 Design each “Micromoment”
We make sense of things based on prior      the Lines”                                 To isolate perception possibilities, think
experiences. What visual or narrative       Consider a" possible associations,         about each progressive state along the
anchors can you offer to orient someone’s    intended or unintended.                    way, not just the overarching scenario.
experience? (Until it’s possible to meet
people where they are at)




Set the Mood                                Declare Why                                Arouse, Engage and Grab
Our emotional states contribute             Want a better experience? Design based     Attention!
significantly to how we perceive the         on motivations and intent. It’s not        What does the brain pay attention to?
world around us. Have you thought           about what, but also why.                  Visuals, the unexpected or out of the
intentiona"y about the affective                                                        ordinary, stories…
experience?




Adjust the Fidelity of                      Design Whole Experiences,                  Context, Context, CONTEXT!
Information Shared                          not Parts.                                 Where does the experience take place,
More fidelity equals less room for           Human beings don’t subdivide their         litera"y and emotiona"y? What’s going
interpretation. This is true of visual as   experiences into pieces like “graphics”    on in the background? What’s going on
we" as verbal or written fidelity.           and “content.” UIs aren’t so complex       interna"y, with that person?
                                            that we can’t iterate quickly at a high-
                                            level of visual and interaction fidelity.
Explore the space “Between
the Lines”
Consider a" possible associations,
intended or unintended.
Explore the space “Between
the Lines”
Consider a" possible associations,
intended or unintended.
Explore the space “Between
the Lines”
Consider a" possible associations,
intended or unintended.
Explore the space “Between
the Lines”
Consider a" possible associations,
intended or unintended.
Explore the space “Between
the Lines”
Consider a" possible associations,
intended or unintended.
WHAT IS YOUR

PERCEPTION
STRATEGY?
Thank you!
slideshare.net/stephenpa




  getmentalnotes.com


Stephen P Anderson
         .
@stephenanderson
www.poetpainter.com
MORE:                                                             Fantastic books to learn more about the inner workings of the brain

       The prequel to this presentation:
                                                                                                    http://www.sleightsofmind.com/
                                                                                                                                     http://amzn.com/0061771295
                                                                    http://amzn.com/0393077829




http://www.slideshare.net/stephenpa/the-stories-we-construct
                                                               Not mine, but a bril iant presentation on memory!



                                                                                       http://koenatclaes.com/
MORE:
  Fascinating research on developing a new sense:




                                            http://feelspace.cogsci.uni-osnabrueck.de/

More Related Content

Viewers also liked

Content Strategy for Mobile: The Workshop
Content Strategy for Mobile: The WorkshopContent Strategy for Mobile: The Workshop
Content Strategy for Mobile: The Workshop
Karen McGrane
 
A Blog is not a Content Strategy
A Blog is not a Content StrategyA Blog is not a Content Strategy
A Blog is not a Content Strategy
John Doherty
 
A Content Strategy Roadmap
A Content Strategy RoadmapA Content Strategy Roadmap
A Content Strategy Roadmap
Kristina Halvorson
 
How to Build SEO into Content Strategy
How to Build SEO into Content StrategyHow to Build SEO into Content Strategy
How to Build SEO into Content Strategy
Jonathon Colman
 
How to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-StepHow to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-Step
Buffer
 
Castrol
CastrolCastrol
Castrol
upsutkarsh
 
Castrol website strategy presentation
Castrol website strategy presentationCastrol website strategy presentation
Castrol website strategy presentation
Archana Nilaver
 
Strategy Grand Tour
Strategy Grand TourStrategy Grand Tour
Strategy Grand Tour
arvetica
 
What is strategy?
What is strategy?What is strategy?
What is strategy?
Dr. Marc Sniukas
 
TOP 10 Social Media Advertising Hacks of ALL TIME
TOP 10 Social Media Advertising Hacks of ALL TIMETOP 10 Social Media Advertising Hacks of ALL TIME
TOP 10 Social Media Advertising Hacks of ALL TIME
Internet Marketing Software - WordStream
 
24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation
24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation
24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation
Piktochart
 
How to Create and Use Snapchat's New Custom Geofilters
How to Create and Use Snapchat's New Custom GeofiltersHow to Create and Use Snapchat's New Custom Geofilters
How to Create and Use Snapchat's New Custom Geofilters
Gary Vaynerchuk
 
[WMD 2016] Karen X LLC >> Karen X Cheng "Facebook is completely changing vira...
[WMD 2016] Karen X LLC >> Karen X Cheng "Facebook is completely changing vira...[WMD 2016] Karen X LLC >> Karen X Cheng "Facebook is completely changing vira...
[WMD 2016] Karen X LLC >> Karen X Cheng "Facebook is completely changing vira...
500 Startups
 
THE SCIENCE BEHIND EFFECTIVE FACEBOOK AD CAMPAIGNS
THE SCIENCE BEHIND EFFECTIVE FACEBOOK AD CAMPAIGNSTHE SCIENCE BEHIND EFFECTIVE FACEBOOK AD CAMPAIGNS
THE SCIENCE BEHIND EFFECTIVE FACEBOOK AD CAMPAIGNS
unfunnel
 
Strategic Planning For Managers
Strategic Planning For Managers   Strategic Planning For Managers
Strategic Planning For Managers
Yodhia Antariksa
 
Why Social Media Chat Bots Are the Future of Communication - Deck
Why Social Media Chat Bots Are the Future of Communication - DeckWhy Social Media Chat Bots Are the Future of Communication - Deck
Why Social Media Chat Bots Are the Future of Communication - Deck
Jan Rezab
 
Most Memorable LinkedIn Posts of 2014
Most Memorable LinkedIn Posts of 2014Most Memorable LinkedIn Posts of 2014
Most Memorable LinkedIn Posts of 2014
LinkedIn
 
20 Signs You're Probably Not Working For a Social Business
20 Signs You're Probably Not Working For a Social Business20 Signs You're Probably Not Working For a Social Business
20 Signs You're Probably Not Working For a Social Business
Paul Taylor
 
Get People to Open your Emails
Get People to Open your EmailsGet People to Open your Emails
Get People to Open your Emails
Abhishek Shah
 
If I Knew Then What I Know Now/Skills That I Think Students Should Have/What ...
If I Knew Then What I Know Now/Skills That I Think Students Should Have/What ...If I Knew Then What I Know Now/Skills That I Think Students Should Have/What ...
If I Knew Then What I Know Now/Skills That I Think Students Should Have/What ...
Guy Kawasaki
 

Viewers also liked (20)

Content Strategy for Mobile: The Workshop
Content Strategy for Mobile: The WorkshopContent Strategy for Mobile: The Workshop
Content Strategy for Mobile: The Workshop
 
A Blog is not a Content Strategy
A Blog is not a Content StrategyA Blog is not a Content Strategy
A Blog is not a Content Strategy
 
A Content Strategy Roadmap
A Content Strategy RoadmapA Content Strategy Roadmap
A Content Strategy Roadmap
 
How to Build SEO into Content Strategy
How to Build SEO into Content StrategyHow to Build SEO into Content Strategy
How to Build SEO into Content Strategy
 
How to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-StepHow to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-Step
 
Castrol
CastrolCastrol
Castrol
 
Castrol website strategy presentation
Castrol website strategy presentationCastrol website strategy presentation
Castrol website strategy presentation
 
Strategy Grand Tour
Strategy Grand TourStrategy Grand Tour
Strategy Grand Tour
 
What is strategy?
What is strategy?What is strategy?
What is strategy?
 
TOP 10 Social Media Advertising Hacks of ALL TIME
TOP 10 Social Media Advertising Hacks of ALL TIMETOP 10 Social Media Advertising Hacks of ALL TIME
TOP 10 Social Media Advertising Hacks of ALL TIME
 
24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation
24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation
24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation
 
How to Create and Use Snapchat's New Custom Geofilters
How to Create and Use Snapchat's New Custom GeofiltersHow to Create and Use Snapchat's New Custom Geofilters
How to Create and Use Snapchat's New Custom Geofilters
 
[WMD 2016] Karen X LLC >> Karen X Cheng "Facebook is completely changing vira...
[WMD 2016] Karen X LLC >> Karen X Cheng "Facebook is completely changing vira...[WMD 2016] Karen X LLC >> Karen X Cheng "Facebook is completely changing vira...
[WMD 2016] Karen X LLC >> Karen X Cheng "Facebook is completely changing vira...
 
THE SCIENCE BEHIND EFFECTIVE FACEBOOK AD CAMPAIGNS
THE SCIENCE BEHIND EFFECTIVE FACEBOOK AD CAMPAIGNSTHE SCIENCE BEHIND EFFECTIVE FACEBOOK AD CAMPAIGNS
THE SCIENCE BEHIND EFFECTIVE FACEBOOK AD CAMPAIGNS
 
Strategic Planning For Managers
Strategic Planning For Managers   Strategic Planning For Managers
Strategic Planning For Managers
 
Why Social Media Chat Bots Are the Future of Communication - Deck
Why Social Media Chat Bots Are the Future of Communication - DeckWhy Social Media Chat Bots Are the Future of Communication - Deck
Why Social Media Chat Bots Are the Future of Communication - Deck
 
Most Memorable LinkedIn Posts of 2014
Most Memorable LinkedIn Posts of 2014Most Memorable LinkedIn Posts of 2014
Most Memorable LinkedIn Posts of 2014
 
20 Signs You're Probably Not Working For a Social Business
20 Signs You're Probably Not Working For a Social Business20 Signs You're Probably Not Working For a Social Business
20 Signs You're Probably Not Working For a Social Business
 
Get People to Open your Emails
Get People to Open your EmailsGet People to Open your Emails
Get People to Open your Emails
 
If I Knew Then What I Know Now/Skills That I Think Students Should Have/What ...
If I Knew Then What I Know Now/Skills That I Think Students Should Have/What ...If I Knew Then What I Know Now/Skills That I Think Students Should Have/What ...
If I Knew Then What I Know Now/Skills That I Think Students Should Have/What ...
 

Similar to What's Your Perception Strategy? (Why It's NOT All About Content)

What Makes Ice Cream Sell
What Makes Ice Cream SellWhat Makes Ice Cream Sell
What Makes Ice Cream Sell
BRAND AVIATORS
 
Building Ice Cream Brands Through Intrinsically Engaging Narratives
Building Ice Cream Brands Through  Intrinsically Engaging NarrativesBuilding Ice Cream Brands Through  Intrinsically Engaging Narratives
Building Ice Cream Brands Through Intrinsically Engaging Narratives
BRAND AVIATORS
 
Experience design best practices: Sensory marketing
Experience design best practices: Sensory marketingExperience design best practices: Sensory marketing
Experience design best practices: Sensory marketing
Jack Morton Worldwide
 
Product Presentation
Product PresentationProduct Presentation
Product Presentation
Romniko Gabrillo
 
What Makes Sweets Sell
What Makes Sweets SellWhat Makes Sweets Sell
What Makes Sweets Sell
BRAND AVIATORS
 
Ice cream Βuying Βehaviour
Ice cream Βuying ΒehaviourIce cream Βuying Βehaviour
Ice cream Βuying Βehaviour
BRAND AVIATORS
 
Chocomania
ChocomaniaChocomania
Chocomania
karenpasacreta
 
Kraft Presentation
Kraft PresentationKraft Presentation
Kraft Presentation
Lauren Brill
 
Welcome to TEALEAVES
Welcome to TEALEAVESWelcome to TEALEAVES
Welcome to TEALEAVES
Ezgi Emiroglu
 
Confectionery Buying Behaviour
Confectionery Buying BehaviourConfectionery Buying Behaviour
Confectionery Buying Behaviour
BRAND AVIATORS
 
SSD-21113_Euro_Brochure_2016_v6
SSD-21113_Euro_Brochure_2016_v6SSD-21113_Euro_Brochure_2016_v6
SSD-21113_Euro_Brochure_2016_v6
Kara Jewell
 
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic RedSmirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Krystal Plomatos
 
Precedent - CX: Survival of the Fittest seminar, 15th April Cardiff
Precedent - CX: Survival of the Fittest seminar, 15th April CardiffPrecedent - CX: Survival of the Fittest seminar, 15th April Cardiff
Precedent - CX: Survival of the Fittest seminar, 15th April Cardiff
Precedent
 
Branding Handouts for Brand Experience Seminar
Branding Handouts for Brand Experience SeminarBranding Handouts for Brand Experience Seminar
Branding Handouts for Brand Experience Seminar
Justin Robinson
 
Starbucks coffe
Starbucks coffeStarbucks coffe
Starbucks coffe
Arnita Beinaroviča
 
Brand experience ideas based on sensory branding insights
Brand experience ideas based on sensory branding insightsBrand experience ideas based on sensory branding insights
Brand experience ideas based on sensory branding insights
Jack Morton Worldwide
 
Bringing Taste to UX
Bringing Taste to UXBringing Taste to UX
Bringing Taste to UX
Sonja Schall
 
SXSW Takeaways
SXSW TakeawaysSXSW Takeaways
SXSW Takeaways
kathleensulli
 
Marc Connor - Going for the Gut: Building Emotionally Satisfying Digital Expe...
Marc Connor - Going for the Gut: Building Emotionally Satisfying Digital Expe...Marc Connor - Going for the Gut: Building Emotionally Satisfying Digital Expe...
Marc Connor - Going for the Gut: Building Emotionally Satisfying Digital Expe...
Seattle Interactive Conference
 
What Makes Chocolate Sell
What Makes Chocolate SellWhat Makes Chocolate Sell
What Makes Chocolate Sell
BRAND AVIATORS
 

Similar to What's Your Perception Strategy? (Why It's NOT All About Content) (20)

What Makes Ice Cream Sell
What Makes Ice Cream SellWhat Makes Ice Cream Sell
What Makes Ice Cream Sell
 
Building Ice Cream Brands Through Intrinsically Engaging Narratives
Building Ice Cream Brands Through  Intrinsically Engaging NarrativesBuilding Ice Cream Brands Through  Intrinsically Engaging Narratives
Building Ice Cream Brands Through Intrinsically Engaging Narratives
 
Experience design best practices: Sensory marketing
Experience design best practices: Sensory marketingExperience design best practices: Sensory marketing
Experience design best practices: Sensory marketing
 
Product Presentation
Product PresentationProduct Presentation
Product Presentation
 
What Makes Sweets Sell
What Makes Sweets SellWhat Makes Sweets Sell
What Makes Sweets Sell
 
Ice cream Βuying Βehaviour
Ice cream Βuying ΒehaviourIce cream Βuying Βehaviour
Ice cream Βuying Βehaviour
 
Chocomania
ChocomaniaChocomania
Chocomania
 
Kraft Presentation
Kraft PresentationKraft Presentation
Kraft Presentation
 
Welcome to TEALEAVES
Welcome to TEALEAVESWelcome to TEALEAVES
Welcome to TEALEAVES
 
Confectionery Buying Behaviour
Confectionery Buying BehaviourConfectionery Buying Behaviour
Confectionery Buying Behaviour
 
SSD-21113_Euro_Brochure_2016_v6
SSD-21113_Euro_Brochure_2016_v6SSD-21113_Euro_Brochure_2016_v6
SSD-21113_Euro_Brochure_2016_v6
 
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic RedSmirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
 
Precedent - CX: Survival of the Fittest seminar, 15th April Cardiff
Precedent - CX: Survival of the Fittest seminar, 15th April CardiffPrecedent - CX: Survival of the Fittest seminar, 15th April Cardiff
Precedent - CX: Survival of the Fittest seminar, 15th April Cardiff
 
Branding Handouts for Brand Experience Seminar
Branding Handouts for Brand Experience SeminarBranding Handouts for Brand Experience Seminar
Branding Handouts for Brand Experience Seminar
 
Starbucks coffe
Starbucks coffeStarbucks coffe
Starbucks coffe
 
Brand experience ideas based on sensory branding insights
Brand experience ideas based on sensory branding insightsBrand experience ideas based on sensory branding insights
Brand experience ideas based on sensory branding insights
 
Bringing Taste to UX
Bringing Taste to UXBringing Taste to UX
Bringing Taste to UX
 
SXSW Takeaways
SXSW TakeawaysSXSW Takeaways
SXSW Takeaways
 
Marc Connor - Going for the Gut: Building Emotionally Satisfying Digital Expe...
Marc Connor - Going for the Gut: Building Emotionally Satisfying Digital Expe...Marc Connor - Going for the Gut: Building Emotionally Satisfying Digital Expe...
Marc Connor - Going for the Gut: Building Emotionally Satisfying Digital Expe...
 
What Makes Chocolate Sell
What Makes Chocolate SellWhat Makes Chocolate Sell
What Makes Chocolate Sell
 

More from Stephen Anderson

What Board Games can Teach Us about Designing Experiences
What Board Games can Teach Us about Designing ExperiencesWhat Board Games can Teach Us about Designing Experiences
What Board Games can Teach Us about Designing Experiences
Stephen Anderson
 
Speaking up for Experiences
Speaking up for ExperiencesSpeaking up for Experiences
Speaking up for Experiences
Stephen Anderson
 
Place in Space (AKA "How to Design A Concept Model")
Place in Space (AKA "How to Design A Concept Model")Place in Space (AKA "How to Design A Concept Model")
Place in Space (AKA "How to Design A Concept Model")
Stephen Anderson
 
Hooked on a Feeling
Hooked on a FeelingHooked on a Feeling
Hooked on a Feeling
Stephen Anderson
 
Sweating the UX Details
Sweating the UX DetailsSweating the UX Details
Sweating the UX Details
Stephen Anderson
 
From Paths to Sandboxes
From Paths to SandboxesFrom Paths to Sandboxes
From Paths to Sandboxes
Stephen Anderson
 
The Architecture of Understanding (World IA Day Chicago Keynote)
The Architecture of Understanding (World IA Day Chicago Keynote)The Architecture of Understanding (World IA Day Chicago Keynote)
The Architecture of Understanding (World IA Day Chicago Keynote)
Stephen Anderson
 
Stop Doing What Youre Told
Stop Doing What Youre ToldStop Doing What Youre Told
Stop Doing What Youre Told
Stephen Anderson
 
Ideas You Can Play With
Ideas You Can Play WithIdeas You Can Play With
Ideas You Can Play With
Stephen Anderson
 
Euro IA Closing Plenary - What I'm Curious About…
Euro IA Closing Plenary - What I'm Curious About…Euro IA Closing Plenary - What I'm Curious About…
Euro IA Closing Plenary - What I'm Curious About…
Stephen Anderson
 
Quest for Emotional Engagement: Information Visualization (v1.5)
Quest for Emotional Engagement: Information Visualization (v1.5)Quest for Emotional Engagement: Information Visualization (v1.5)
Quest for Emotional Engagement: Information Visualization (v1.5)
Stephen Anderson
 
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to UnderstandingTo Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
Stephen Anderson
 
Playing Games with Your Career
Playing Games with Your CareerPlaying Games with Your Career
Playing Games with Your Career
Stephen Anderson
 
The Stories We Construct
The Stories We ConstructThe Stories We Construct
The Stories We Construct
Stephen Anderson
 
Critical Thinking forUX Designers (Workshop)
Critical Thinking forUX Designers (Workshop)Critical Thinking forUX Designers (Workshop)
Critical Thinking forUX Designers (Workshop)
Stephen Anderson
 
Long after the Thrill: Sustaining Passionate Users (SxSW Version)
Long after the Thrill: Sustaining Passionate Users (SxSW Version)Long after the Thrill: Sustaining Passionate Users (SxSW Version)
Long after the Thrill: Sustaining Passionate Users (SxSW Version)
Stephen Anderson
 
Long After the Thrill: Sustaining Passionate Users
Long After the Thrill: Sustaining Passionate UsersLong After the Thrill: Sustaining Passionate Users
Long After the Thrill: Sustaining Passionate Users
Stephen Anderson
 
The Subtle Art of Seduction
The Subtle Art of SeductionThe Subtle Art of Seduction
The Subtle Art of Seduction
Stephen Anderson
 
When Data Gets Up Close and Personal
When Data Gets Up Close and PersonalWhen Data Gets Up Close and Personal
When Data Gets Up Close and Personal
Stephen Anderson
 
(Design) Principles To Build By
(Design) Principles To Build By(Design) Principles To Build By
(Design) Principles To Build By
Stephen Anderson
 

More from Stephen Anderson (20)

What Board Games can Teach Us about Designing Experiences
What Board Games can Teach Us about Designing ExperiencesWhat Board Games can Teach Us about Designing Experiences
What Board Games can Teach Us about Designing Experiences
 
Speaking up for Experiences
Speaking up for ExperiencesSpeaking up for Experiences
Speaking up for Experiences
 
Place in Space (AKA "How to Design A Concept Model")
Place in Space (AKA "How to Design A Concept Model")Place in Space (AKA "How to Design A Concept Model")
Place in Space (AKA "How to Design A Concept Model")
 
Hooked on a Feeling
Hooked on a FeelingHooked on a Feeling
Hooked on a Feeling
 
Sweating the UX Details
Sweating the UX DetailsSweating the UX Details
Sweating the UX Details
 
From Paths to Sandboxes
From Paths to SandboxesFrom Paths to Sandboxes
From Paths to Sandboxes
 
The Architecture of Understanding (World IA Day Chicago Keynote)
The Architecture of Understanding (World IA Day Chicago Keynote)The Architecture of Understanding (World IA Day Chicago Keynote)
The Architecture of Understanding (World IA Day Chicago Keynote)
 
Stop Doing What Youre Told
Stop Doing What Youre ToldStop Doing What Youre Told
Stop Doing What Youre Told
 
Ideas You Can Play With
Ideas You Can Play WithIdeas You Can Play With
Ideas You Can Play With
 
Euro IA Closing Plenary - What I'm Curious About…
Euro IA Closing Plenary - What I'm Curious About…Euro IA Closing Plenary - What I'm Curious About…
Euro IA Closing Plenary - What I'm Curious About…
 
Quest for Emotional Engagement: Information Visualization (v1.5)
Quest for Emotional Engagement: Information Visualization (v1.5)Quest for Emotional Engagement: Information Visualization (v1.5)
Quest for Emotional Engagement: Information Visualization (v1.5)
 
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to UnderstandingTo Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
 
Playing Games with Your Career
Playing Games with Your CareerPlaying Games with Your Career
Playing Games with Your Career
 
The Stories We Construct
The Stories We ConstructThe Stories We Construct
The Stories We Construct
 
Critical Thinking forUX Designers (Workshop)
Critical Thinking forUX Designers (Workshop)Critical Thinking forUX Designers (Workshop)
Critical Thinking forUX Designers (Workshop)
 
Long after the Thrill: Sustaining Passionate Users (SxSW Version)
Long after the Thrill: Sustaining Passionate Users (SxSW Version)Long after the Thrill: Sustaining Passionate Users (SxSW Version)
Long after the Thrill: Sustaining Passionate Users (SxSW Version)
 
Long After the Thrill: Sustaining Passionate Users
Long After the Thrill: Sustaining Passionate UsersLong After the Thrill: Sustaining Passionate Users
Long After the Thrill: Sustaining Passionate Users
 
The Subtle Art of Seduction
The Subtle Art of SeductionThe Subtle Art of Seduction
The Subtle Art of Seduction
 
When Data Gets Up Close and Personal
When Data Gets Up Close and PersonalWhen Data Gets Up Close and Personal
When Data Gets Up Close and Personal
 
(Design) Principles To Build By
(Design) Principles To Build By(Design) Principles To Build By
(Design) Principles To Build By
 

Recently uploaded

International Upcycling Research Network advisory board meeting 4
International Upcycling Research Network advisory board meeting 4International Upcycling Research Network advisory board meeting 4
International Upcycling Research Network advisory board meeting 4
Kyungeun Sung
 
SECURING BUILDING PERMIT CITY OF CALOOCAN.pdf
SECURING BUILDING PERMIT CITY OF CALOOCAN.pdfSECURING BUILDING PERMIT CITY OF CALOOCAN.pdf
SECURING BUILDING PERMIT CITY OF CALOOCAN.pdf
eloprejohn333
 
CocaCola_Brand_equity_package_2012__.pdf
CocaCola_Brand_equity_package_2012__.pdfCocaCola_Brand_equity_package_2012__.pdf
CocaCola_Brand_equity_package_2012__.pdf
PabloMartelLpez
 
ARENA - Young adults in the workplace (Knight Moves).pdf
ARENA - Young adults in the workplace (Knight Moves).pdfARENA - Young adults in the workplace (Knight Moves).pdf
ARENA - Young adults in the workplace (Knight Moves).pdf
Knight Moves
 
Divertidamente SLIDE.pptxufururururuhrurid8dj
Divertidamente SLIDE.pptxufururururuhrurid8djDivertidamente SLIDE.pptxufururururuhrurid8dj
Divertidamente SLIDE.pptxufururururuhrurid8dj
lunaemel03
 
Practical eLearning Makeovers for Everyone
Practical eLearning Makeovers for EveryonePractical eLearning Makeovers for Everyone
Practical eLearning Makeovers for Everyone
Bianca Woods
 
Heuristics Evaluation - How to Guide.pdf
Heuristics Evaluation - How to Guide.pdfHeuristics Evaluation - How to Guide.pdf
Heuristics Evaluation - How to Guide.pdf
Jaime Brown
 
一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理
一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理
一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理
k7nm6tk
 
一比一原版亚利桑那大学毕业证(UA毕业证书)如何办理
一比一原版亚利桑那大学毕业证(UA毕业证书)如何办理一比一原版亚利桑那大学毕业证(UA毕业证书)如何办理
一比一原版亚利桑那大学毕业证(UA毕业证书)如何办理
21uul8se
 
原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样
原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样
原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样
hw2xf1m
 
一比一原版马里兰大学毕业证(UMD毕业证书)如何办理
一比一原版马里兰大学毕业证(UMD毕业证书)如何办理一比一原版马里兰大学毕业证(UMD毕业证书)如何办理
一比一原版马里兰大学毕业证(UMD毕业证书)如何办理
9lq7ultg
 
Virtual Tour Application Powerpoint for museum of edinburgh
Virtual Tour Application Powerpoint for museum of edinburghVirtual Tour Application Powerpoint for museum of edinburgh
Virtual Tour Application Powerpoint for museum of edinburgh
millarj46
 
Discovering the Best Indian Architects A Spotlight on Design Forum Internatio...
Discovering the Best Indian Architects A Spotlight on Design Forum Internatio...Discovering the Best Indian Architects A Spotlight on Design Forum Internatio...
Discovering the Best Indian Architects A Spotlight on Design Forum Internatio...
Designforuminternational
 
Manual ISH (International Society of Hypertension)
Manual ISH (International Society of Hypertension)Manual ISH (International Society of Hypertension)
Manual ISH (International Society of Hypertension)
bagmai
 
Introduction to User experience design for beginner
Introduction to User experience design for beginnerIntroduction to User experience design for beginner
Introduction to User experience design for beginner
ellemjani
 
哪里办理美国中央华盛顿大学毕业证双学位证书原版一模一样
哪里办理美国中央华盛顿大学毕业证双学位证书原版一模一样哪里办理美国中央华盛顿大学毕业证双学位证书原版一模一样
哪里办理美国中央华盛顿大学毕业证双学位证书原版一模一样
qo1as76n
 
一比一原版美国哥伦比亚大学毕业证Columbia成绩单一模一样
一比一原版美国哥伦比亚大学毕业证Columbia成绩单一模一样一比一原版美国哥伦比亚大学毕业证Columbia成绩单一模一样
一比一原版美国哥伦比亚大学毕业证Columbia成绩单一模一样
881evgn0
 
UXpert_Report (UALR Mapping Renewal 2022).pdf
UXpert_Report (UALR Mapping Renewal 2022).pdfUXpert_Report (UALR Mapping Renewal 2022).pdf
UXpert_Report (UALR Mapping Renewal 2022).pdf
anthonylin333
 
一比一原版布兰登大学毕业证(BU毕业证书)如何办理
一比一原版布兰登大学毕业证(BU毕业证书)如何办理一比一原版布兰登大学毕业证(BU毕业证书)如何办理
一比一原版布兰登大学毕业证(BU毕业证书)如何办理
wkip62b
 
LGBTQIA Pride Month presentation Template
LGBTQIA Pride Month presentation TemplateLGBTQIA Pride Month presentation Template
LGBTQIA Pride Month presentation Template
DakshGudwani
 

Recently uploaded (20)

International Upcycling Research Network advisory board meeting 4
International Upcycling Research Network advisory board meeting 4International Upcycling Research Network advisory board meeting 4
International Upcycling Research Network advisory board meeting 4
 
SECURING BUILDING PERMIT CITY OF CALOOCAN.pdf
SECURING BUILDING PERMIT CITY OF CALOOCAN.pdfSECURING BUILDING PERMIT CITY OF CALOOCAN.pdf
SECURING BUILDING PERMIT CITY OF CALOOCAN.pdf
 
CocaCola_Brand_equity_package_2012__.pdf
CocaCola_Brand_equity_package_2012__.pdfCocaCola_Brand_equity_package_2012__.pdf
CocaCola_Brand_equity_package_2012__.pdf
 
ARENA - Young adults in the workplace (Knight Moves).pdf
ARENA - Young adults in the workplace (Knight Moves).pdfARENA - Young adults in the workplace (Knight Moves).pdf
ARENA - Young adults in the workplace (Knight Moves).pdf
 
Divertidamente SLIDE.pptxufururururuhrurid8dj
Divertidamente SLIDE.pptxufururururuhrurid8djDivertidamente SLIDE.pptxufururururuhrurid8dj
Divertidamente SLIDE.pptxufururururuhrurid8dj
 
Practical eLearning Makeovers for Everyone
Practical eLearning Makeovers for EveryonePractical eLearning Makeovers for Everyone
Practical eLearning Makeovers for Everyone
 
Heuristics Evaluation - How to Guide.pdf
Heuristics Evaluation - How to Guide.pdfHeuristics Evaluation - How to Guide.pdf
Heuristics Evaluation - How to Guide.pdf
 
一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理
一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理
一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理
 
一比一原版亚利桑那大学毕业证(UA毕业证书)如何办理
一比一原版亚利桑那大学毕业证(UA毕业证书)如何办理一比一原版亚利桑那大学毕业证(UA毕业证书)如何办理
一比一原版亚利桑那大学毕业证(UA毕业证书)如何办理
 
原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样
原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样
原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样
 
一比一原版马里兰大学毕业证(UMD毕业证书)如何办理
一比一原版马里兰大学毕业证(UMD毕业证书)如何办理一比一原版马里兰大学毕业证(UMD毕业证书)如何办理
一比一原版马里兰大学毕业证(UMD毕业证书)如何办理
 
Virtual Tour Application Powerpoint for museum of edinburgh
Virtual Tour Application Powerpoint for museum of edinburghVirtual Tour Application Powerpoint for museum of edinburgh
Virtual Tour Application Powerpoint for museum of edinburgh
 
Discovering the Best Indian Architects A Spotlight on Design Forum Internatio...
Discovering the Best Indian Architects A Spotlight on Design Forum Internatio...Discovering the Best Indian Architects A Spotlight on Design Forum Internatio...
Discovering the Best Indian Architects A Spotlight on Design Forum Internatio...
 
Manual ISH (International Society of Hypertension)
Manual ISH (International Society of Hypertension)Manual ISH (International Society of Hypertension)
Manual ISH (International Society of Hypertension)
 
Introduction to User experience design for beginner
Introduction to User experience design for beginnerIntroduction to User experience design for beginner
Introduction to User experience design for beginner
 
哪里办理美国中央华盛顿大学毕业证双学位证书原版一模一样
哪里办理美国中央华盛顿大学毕业证双学位证书原版一模一样哪里办理美国中央华盛顿大学毕业证双学位证书原版一模一样
哪里办理美国中央华盛顿大学毕业证双学位证书原版一模一样
 
一比一原版美国哥伦比亚大学毕业证Columbia成绩单一模一样
一比一原版美国哥伦比亚大学毕业证Columbia成绩单一模一样一比一原版美国哥伦比亚大学毕业证Columbia成绩单一模一样
一比一原版美国哥伦比亚大学毕业证Columbia成绩单一模一样
 
UXpert_Report (UALR Mapping Renewal 2022).pdf
UXpert_Report (UALR Mapping Renewal 2022).pdfUXpert_Report (UALR Mapping Renewal 2022).pdf
UXpert_Report (UALR Mapping Renewal 2022).pdf
 
一比一原版布兰登大学毕业证(BU毕业证书)如何办理
一比一原版布兰登大学毕业证(BU毕业证书)如何办理一比一原版布兰登大学毕业证(BU毕业证书)如何办理
一比一原版布兰登大学毕业证(BU毕业证书)如何办理
 
LGBTQIA Pride Month presentation Template
LGBTQIA Pride Month presentation TemplateLGBTQIA Pride Month presentation Template
LGBTQIA Pride Month presentation Template
 

What's Your Perception Strategy? (Why It's NOT All About Content)

  • 1. WHAT IS YOUR PERCEPTION STRATEGY? (WHY IT'S NOT ALL ABOUT CONTENT) @stephenanderson #IAS12
  • 2. Product Stephen P. Strategy aND n Deonsisuglting C Anderson
  • 3. Product Stephen P. Strategy aND n Deonsisuglting C Anderson
  • 4. Product Stephen P. Strategy aND n Deonsisuglting C Anderson
  • 7. Chocolate. Can you recommend any good chocolatiers in NOLA? The first chocolatier that comes to mind is Sucre! The owner/chef Tariq Hanna is considered one of the top chocolate and pastry chefs in the USA and is known for unique chocolates.
  • 8. Mmm. Chocolate. At Sucré, it is our mission to share our passion for the confectionary industry with the world through exceptional products and uncompromising customer service. Everything we create is handmade in small batches and crafted from the finest ingredients available, often inspired from local, homegrown flavors.
  • 9. Mmm. Chocolate. At Sucré, it is our mission to share our passion for the confectionary industry with the world through exceptional products and uncompromising customer service. Everything we create is handmade in small batches and crafted from the finest ingredients available, often inspired from local, homegrown flavors.
  • 10. Mmm. Chocolate. At Sucré, it is our mission to share our passion for the confectionary industry with the world through named one of the country’s TOP TEN pastry chefs by Dessert Professionals Magazineproducts and uncompromising exceptional customer service. Everything we create is handmade in small batches and crafted from the finest ingredients available, often inspired from local, homegrown flavors.
  • 11. Mmm. Chocolate. Avery Caramel milk chocolate ganache coated in dark chocolate and topped with a touch of salt. Meuniere Brown butter folded into white chocolate ganache, coated in dark chocolate
  • 12. But, it’s not just about the Chocolate. Avery Caramel milk chocolate ganache coated in dark chocolate and topped with a touch of salt. Meuniere Brown butter folded into white chocolate ganache, coated in dark chocolate
  • 13. your current appetite your opinion ratings of chocolate Chocolate. packaging the ingredients appearance the experience pricing story my (and my friends) recommendation national recogntion local connection
  • 14. MY “EXPERIENCE” CHOCOLATE SENSES OF THE CHOCOLATE + A WHOLE LOT MORE!
  • 15. YOUR BRAIN CONSTRUCTS (AN EXPERIENCE OF) REALITY MY “EXPERIENCE” CHOCOLATE SENSES OF THE CHOCOLATE + A WHOLE LOT MORE! Reality Simulation
  • 16. YOUR BRAIN CONSTRUCTS (AN EXPERIENCE OF) REALITY MY “EXPERIENCE” CHOCOLATE SENSES OF THE CHOCOLATE + A WHOLE LOT MORE! Reality Simulation PERCEPTION IS NOT A PROCESS OF ACTIVE ABSORPTION BUT OF ACTIVE CONSTRUCTION, BASED ON PRIOR EXPERIENCES AND MEMORIES
  • 17. Chocolate. + Luxury?
  • 18. PERCEPTION IS YOUR (NEURAL) MAP OF REALITY
  • 19. PERCEPTION IS YOUR (NEURAL) MAP OF REALITY
  • 20.
  • 22. Chocolate. C ontent!
  • 23. “IT’S ALL ABOUT CONTENT”
  • 24. IN TERMS OF AN EXPERIENCE, IT IS NOT “ALL ABOUT CONTENT”
  • 25. IN TERMS OF AN EXPERIENCE, IT IS NOT “ALL ABOUT CONTENT” Content doesn't exist independent of some presentation form. Even type choice & delivery mode affects perception of written content. (My 2¢) content + presentation (+ other forms of context) = perception / meaning. (Meaning is constructed via prcptns)
  • 27. CONTENT What EXTERNAL CONTEXT Who, Where, When, Why PRESENTATION How
  • 28. CONTENT What EXTERNAL INTERNAL CONTEXT CONTEXT Who, Where, Under what When, Why circumstances PRESENTATION How
  • 29.
  • 30. brain scans confirmed that people don't just think the more expensive (but identical) wine tasted better—it actually really did taste better… Changing the label on wine bottles changes the taste http://www.psychologytoday.com/blog/brainstorm/200803/is-5000-prostitute-worth-the-price
  • 31. Changing the context changes appreciation http://www.washingtonpost.com/wp-dyn/content/article/2007/04/04/AR2007040401721.html
  • 32. Effect of typefaces on legal briefs? http://www.ca7.uscourts.gov/Rules/Painting_with_Print.pdf , http://www.typographyforlawyers.com/ and http://www.amsciepub.com/doi/abs/10.2466/pms.106.1.35-42
  • 33. Easily Pronounced Names May Make People More Likable Though it might seem impossible, and certainly inadvisable, to judge a person by their name, a new study suggests our brains try anyway. The more pronounceable a person’s name is, the more likely people are to favor them. http://www.wired.com/wiredscience/2012/02/name-pronunciation-success/
  • 34. Easily Pronounced Names May Make People More Likable Though it might seem impossible, and certainly inadvisable, to judge a person by their name, a new study suggests our brains try anyway. The more pronounceable a person’s name is, the more likely people are to favor them. http://www.wired.com/wiredscience/2012/02/name-pronunciation-success/
  • 35.
  • 36. (THE WORLD OUT THERE) STIMULUS Reality
  • 37. HEARING TASTE SMELL TOUCH VISION (THE WORLD OUT THERE) STIMULUS SENSORY ORGANS BALANCE Reality PAIN TIME TEMPERATURE AND MORE!
  • 38. HEARING TASTE SMELL TOUCH VISION (THE WORLD OUT THERE) (THE WORLD YOU PERCEIVE) STIMULUS SENSORY ORGANS PERCEPTUAL ORGAN BALANCE Reality PAIN Simulation TIME TEMPERATURE AND MORE!
  • 39. HEARING TASTE SMELL TOUCH VISION (THE WORLD OUT THERE) (THE WORLD YOU PERCEIVE) STIMULUS SENSORY ORGANS PERCEPTUAL ORGAN ICONIC SHORT-TERM LONG-TERM MEMORY MEMORY MEMORY BALANCE Reality PAIN Simulation TIME TEMPERATURE AND MORE!
  • 40. (THE WORLD YOU PERCEIVE) (THE WORLD OUT THERE) Reality Simulation
  • 41. THE WORLD “OUT THERE” - + THE WORLD YOU PERCEIVE
  • 42. THE WORLD “OUT THERE” - + THE WORLD YOU PERCEIVE
  • 44. From ‘user experiences’ to ‘The Experience Economy’ to ‘designing for experiences,” not to mention “brand experiences,” “customer experience management,” and “experiential marketing”— experiences are definitely the topic du jour. But with so many different perspectives, each with substantial merit, I found myself asking what creates a great experience…?
  • 45. IS A GOOD EXPERIENCE SIMPLY ABOUT TASK ACCOMPLISHMENT?
  • 49. WHAT SHAPES AN EXPERIENCE, REALLY? “neuromarketing” “...when you understand more about how the human brain works, and when you understand more about how your potential consumer’s brain works, then you can more effectively drive the decision-making process of the brain.”
  • 50. WHAT SHAPES AN EXPERIENCE, REALLY? “...the brain was recalling images and ideas from commercials, and the brand was overriding the actual quality of the product.”
  • 51. IS PACKAGING PART OF USER EXPERIENCE?
  • 52. IS PACKAGING PART OF USER EXPERIENCE?
  • 53. user experience the experience economy designing for experiences brand experiences experience design strategy customer experience management experiential marketing ... Experiences are definitely the topic du jour. But what creates a great experience…?
  • 55. communications layer presentation layer The ‘thing’ itself perceptions
  • 56.
  • 57. COMPANY SPACE communications layer presentation layer The ‘thing’ itself perceptions PERSONAL SPACE
  • 58.
  • 59. COMPANY SPACE EM PH AS S IS ON IS O EMPHA BR AND N ECT communications layer BUI DIR G LD AGIN ING M ESS presentation layer TRANSACTIONAL The ‘thing’ itself ENGAGING perceptions AP PE TO AL RE S TO AS A LS ON PE S AP T ION E MO PERSONAL SPACE
  • 60.
  • 61. COMPANY SPACE EM PH AS S IS ON IS O EMPHA BR AND N ECT communications layer BUI DIR G LD AGIN ING M ESS presentation layer The ‘thing’ itself RATIONAL EMOTIONAL perceptions AP PE TO AL RE S TO AS A LS ON PE S AP T ION E MO PERSONAL SPACE
  • 65.
  • 66. THE WORLD “OUT THERE” - + THE WORLD YOU PERCEIVE
  • 67. THE WORLD “OUT THERE” - + THE WORLD YOU PERCEIVE
  • 68. THE WORLD “OUT THERE” - + THE WORLD YOU PERCEIVE THINK ABOUT ASSOCIATIONS (AKA “PATTERN MATCHING”)
  • 69. Why do we know these are all the letter A? A A A A A A A A A AA A
  • 70.
  • 71.
  • 72.
  • 73.
  • 74.
  • 75.
  • 76.
  • 77. “Message of Love from the Dolpins” (Message d’Amour des Dauphins) If you look at the vase you’ll probably agree that it depicts a man holding and kissing a woman from behind. What if I told you that the image in fact depicts a number of dolphins? In fact it depicts both - it’s all a matter of how your brain interprets it. Kids, who are “inexperienced” tend to see the dolphins. Grownups tend to see the loving couple, Some grownups can’t even see the dolphins if they try really hard. It’s all about what the brain expects and knows. If you know how to see a certain pattern, you’re more likely to see that pattern.
  • 78. “Message of Love from the Dolpins” (Message d’Amour des Dauphins) If you look at the vase you’ll probably agree that it depicts a man holding and kissing a woman from behind. What if I told you that the image in fact depicts a number of dolphins? In fact it depicts both - it’s all a matter of how your brain interprets it. Kids, who are “inexperienced” tend to see the dolphins. Grownups tend to see the loving couple, Some grownups can’t even see the dolphins if they try really hard. It’s all about what the brain expects and knows. If you know how to see a certain pattern, you’re more likely to see that pattern.
  • 85.
  • 86. "Let’s take Susan Boyle. Her music was irrelevant. She was irrelevant. What sold her albums was her story. Of course, the music has to be good, too. But there’s a lot of good music out there. But there aren’t a lot of good stories."
  • 87. "Let’s take Susan Boyle. Her music was irrelevant. She was irrelevant. What sold her albums was her story. Of course, the music has to be good, too. But there’s a lot of good music out there. But there aren’t a lot of good stories."
  • 88. “How fast was the car going when it hit the other car?” “How fast was the car going when it smashed into the other car?”
  • 89. “How fast was the car going when it hit the other car?” “How fast was the car going when it smashed into the other car?”
  • 90. SURVEY QUESTIONS: (1) How happy are you? (2) How often are you dating? low correlation (.11) (1) How often are you dating? (2) How happy are you? (high correlation (.62)
  • 94. Depth of Field: Mimicking Your Biology The closer an actual object is, the more narrow your range of focus becomes… Our brains have spent a lifetime (or at least youth, for the far- sighted) associating a tight depth of field with closeness. http://uxblog.idvsolutions.com/2012/03/brain-hack-tilt-shift-hows-and-whys.html
  • 95. LITERAL-METAPHORICAL CONFUSIONS Volunteers would meet one of the experimenters, believing that they would be starting the experiment shortly. In reality, the experiment began when the experimenter, seemingly struggling with an armful of folders, asks the volunteer to briefly hold their coffee. As the key experimental manipulation, the coffee was either hot or iced. Subjects then read a description of some individual... Students who had recently been cradling the warm beverage were far likelier to judge the fictitious character as warm and friendly than were those who had held the iced coffee. http://opinionator.blogs.nytimes.com/2010/11/14/this-is-your-brain-on-metaphors/
  • 96. Hey, it’s a video! eos.html http://www.theinvisiblegorilla.com/vid .
  • 97. INATTENTIONAL BLINDNESS Visual perception is more than photons entering your eyes and activating your brain. To truly see, you must pay attention.
  • 98. My “A-Ha!” moment about pattern recognition
  • 99. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 100. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) Bouba-Kiki Effect What do all these have in common?
  • 101. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 102. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 103. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 104. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 105. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 106. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 107. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 109.
  • 110.
  • 111.
  • 112. short verbose lengthy, answer answer digestable answer “poor quality” “too much effort (for me to read)” “ah, just right!”
  • 113. short verbose lengthy, answer answer digestable answer “poor quality” “too much effort (for me to read)” “ah, just right!”
  • 114.
  • 115.
  • 116. {Long email. Short reply.}
  • 117. {Long email. Short reply.} “Sent from my iPhone.”
  • 118. “my kids” vs ‘four boys”
  • 120.
  • 121.
  • 123. TWO POINTS (SO FAR) 1. THE WORLD OUT THERE != THE WORLD WE PERCEIVE. 2.ATTENTION & AWARENESS ARE HACKABLE. (AND WE SOMETIMES HACK IT WITHOUT INTENDING TO!)
  • 124. THIS ALL SOUNDS A BIT… ESOTERIC?
  • 125. “ The core of every trick is a cold, cognitive experiment in perception.” MAGIC! Read more: http://www.smithsonianmag.com/arts-culture/Teller-Reveals-His-Secrets.html#ixzz1nbqB85k0
  • 131. ADVERTISING MUSICIANS EDUCATORS ARCHITECTURE PHOTOGRAPHY IANS WHAT ABOUT UX? MAGIC FILM POLITICIANS LAWYERS NEGOTIATIONS ARTISTS UBLISHERS
  • 132. WHAT ARE YOU DOING TO (INTENTIONALLY) SHAPE PERCEPTIONS IN YOUR WORK?
  • 133. !
  • 134. PERCEPTION STRATEGIES: (TAKEAWAYS?) Equalize the Starting Point Explore the space “Between Design each “Micromoment” We make sense of things based on prior the Lines” To isolate perception possibilities, think experiences. What visual or narrative Consider a" possible associations, about each progressive state along the anchors can you offer to orient someone’s intended or unintended. way, not just the overarching scenario. experience? (Until it’s possible to meet people where they are at) Set the Mood Declare Why Arouse, Engage and Grab Our emotional states contribute Want a better experience? Design based Attention! significantly to how we perceive the on motivations and intent. It’s not What does the brain pay attention to? world around us. Have you thought about what, but also why. Visuals, the unexpected or out of the intentiona"y about the affective ordinary, stories… experience? Adjust the Fidelity of Design Whole Experiences, Context, Context, CONTEXT! Information Shared not Parts. Where does the experience take place, More fidelity equals less room for Human beings don’t subdivide their litera"y and emotiona"y? What’s going interpretation. This is true of visual as experiences into pieces like “graphics” on in the background? What’s going on we" as verbal or written fidelity. and “content.” UIs aren’t so complex interna"y, with that person? that we can’t iterate quickly at a high- level of visual and interaction fidelity.
  • 135. Explore the space “Between the Lines” Consider a" possible associations, intended or unintended.
  • 136. Explore the space “Between the Lines” Consider a" possible associations, intended or unintended.
  • 137. Explore the space “Between the Lines” Consider a" possible associations, intended or unintended.
  • 138. Explore the space “Between the Lines” Consider a" possible associations, intended or unintended.
  • 139. Explore the space “Between the Lines” Consider a" possible associations, intended or unintended.
  • 141. Thank you! slideshare.net/stephenpa getmentalnotes.com Stephen P Anderson . @stephenanderson www.poetpainter.com
  • 142. MORE: Fantastic books to learn more about the inner workings of the brain The prequel to this presentation: http://www.sleightsofmind.com/ http://amzn.com/0061771295 http://amzn.com/0393077829 http://www.slideshare.net/stephenpa/the-stories-we-construct Not mine, but a bril iant presentation on memory! http://koenatclaes.com/
  • 143. MORE: Fascinating research on developing a new sense: http://feelspace.cogsci.uni-osnabrueck.de/