Psychology of Design: Brand Story & Virtual Reality - Media Summit 2016
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This document discusses the psychology of good virtual reality (VR) design. It emphasizes that (1) telling a good story is important to engage users and (2) user needs should be prioritized over technological features. VR can transport users between the real and digital worlds, but it risks disrupting the user's experience if it causes loss of control, isolation, or doesn't match their expectations. To avoid this, designers should define users and technology attributes, quantify user experiences and needs, and ensure technology enhances rather than detracts from the experience. The goal is achieving immersion instead of disruption.
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Psychology of Design: Brand Story & Virtual Reality - Media Summit 2016
- 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. A brand IS a virtual reality
- 7. Image of VR equipment
- 9. Everything You Need to Know About Psychology for Good VR Design
- 10. 1. Tell a good story* 2. Make consumer needs more important than bells & whistles
- 11. Humans are analogue VR is digital
- 12. Storytelling transports us between the two worlds
- 13. 1. Tell a good story* 2. Make consumer needs more important than bells & whistles
- 14. Emotions & Instincts Unconscious Rational Conscious Emotions Mastery Pain and gain Participation Self-focused Social validation Safety/Control Purpose Narrative Needs & Goals Attention starts here
- 15. 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
- 16. Should I Use VR? Wrong Question:
- 17. What’s My Goal? Right Question:
- 18. 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
- 19. 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
- 20. Technology User Needs IMMERSION In the Zone • ”Extraordinary” experience • Sense of presence & transportation • Suspension of disbelief; decreased resistance to persuasion
- 21. 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
- 22. Don’t slip on the shiny penny of new technology. Your brand is a virtual reality Don’t screw it up
- 23. PSYCHOLOGY OF DESIGN Dr. Pamela Rutledge Director, Media Psychology Research Center pamelarutledge@gmail.com @pamelarutledge THANK YOU Media Summit New York 2016
Editor's Notes
- Your brand, if you’ve done it right, is a virtual reality.
- Everyone of these
- Lives in here. Every one of your customers has one.
- Your goal, whether you’re using VR, AR or leaflets dropped from a plane is to communicate here. This is where meaning is created.
- We experience brands as stories. A good brand story is more about the consumer than it is about the brand. The goal of every marketer should be to turn the brand story into the consumer’s story. To hand off ownership of the narrative. This is about aspiration, identity, hope and freedom. It’s about who we want to become, how we want to experience life and how we want to be seen by others. It’s about the past, the present and the future.
- So if you’re thinking about this, make sure it is about helping the consumer tell a better story. Make sure you enthusiasm for what’s new and exciting doesn’t destroy
- It doesn’t destroy this. This is about the past, the present and the future. It is not about a singular, unshared moment in time.
- Not just any story. It has to be relevant to your brand. Let you brand be a co-creator of experience and stand along side the consumer in the story. Don’t be the cool project that everyone remembers but nobody knows who paid for it.
- The first problem with VR is that it’s digital and we’re not.
- Storytelling bridges the gap. We are hardwired to think in story; it provides the linear logic we use to make sense of our lives. We are well practiced at suspending disbelief for story; exactly what needs to happen to have a meaningful VR or AR experience. VR must take the user on a journey to another place. If you’re using it for marketing, your brand needs to be a traveler on the journey too.
- A lot of clients get confused about who this is for; it’s for the consumer. They need to be the hero in this story in design and content.
- The old brain/new brain approach provides us with some guidelines of how to approach designing a mediated environment. Attention is driven by the old brain. It responds to instinct and emotion. Emotion is a good indicator of attention. It does not, as we’d hoped, completely predict behavior. Behavior is influenced by context such as social pressure. The easiest way to engage both the old and new brains is to use a story. This is treacherous territory for VR as it is challenging traditional storytelling structures. This makes a good story more, not less, important.
- A simpler way of addressing these things is by taking the consumer’s perspective.
- You may be better off with a web series of stories than investing in a fabulously under-used VR event if your audience isn’t willing or able to use the technology and connect with each other.