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WHAT IS YOURPERCEPTIONSTRATEGY?(WHY ITS NOT ALL ABOUT CONTENT)                                   @stephenanderson         ...
ProductStephen P.   Strategy                        aND                       n             Deonsisuglting             C A...
ProductStephen P.   Strategy                        aND                       n             Deonsisuglting             C A...
ProductStephen P.   Strategy                        aND                       n             Deonsisuglting             C A...
PSYCHOLOGY.COGNITION.NEUROSCIENCE.#FASCINATING!BUT, I AM A DESIGNER.     DIS CL AI ME R)    (
Chocolate.
Chocolate.Can you recommend anygood chocolatiers in NOLA?         The first chocolatier that comes to mind is Sucre!      ...
Mmm.Chocolate.At Sucré, it is our mission to share our passion forthe confectionary industry with the world throughexcepti...
Mmm.Chocolate.At Sucré, it is our mission to share our passion forthe confectionary industry with the world throughexcepti...
Mmm.                                                                      Chocolate.                                      ...
Mmm.                                               Chocolate.         AveryCaramel milk chocolate ganache coated in dark c...
But, it’s not                                    just about the                                        Chocolate.         ...
your current                              appetiteyour opinion    ratingsof chocolate                                Choco...
MY “EXPERIENCE”CHOCOLATE             SENSES   OF THE CHOCOLATE+ A WHOLE LOT MORE!
YOUR BRAIN CONSTRUCTS(AN EXPERIENCE OF) REALITY                                   MY “EXPERIENCE”    CHOCOLATE            ...
YOUR BRAIN CONSTRUCTS(AN EXPERIENCE OF) REALITY                                         MY “EXPERIENCE”    CHOCOLATE      ...
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 ISNOT “ALL ABOUT CONTENT”
IN TERMS OF AN EXPERIENCE, IT ISNOT “ALL ABOUT CONTENT”  Content doesnt exist independent  of some presentation form. Even...
CONTENT  WhatPRESENTATION         How
CONTENT                 WhatEXTERNALCONTEXT Who, Where, When, Why               PRESENTATION                        How
CONTENT                 WhatEXTERNAL                      INTERNALCONTEXT                       CONTEXT Who, Where,       ...
brain scans confirmed that people dont just think the more expensive (but identical) wine tasted better—it actually really...
Changing the context                                                             changes appreciationhttp://www.washington...
Effect of typefaces                                                                                                       ...
Easily Pronounced Names May                            Make People More LikableThough it might seem impossible, andcertain...
Easily Pronounced Names May                            Make People More LikableThough it might seem impossible, andcertain...
(THE WORLD OUT THERE)  STIMULUS   Reality
HEARING                              TASTE                              SMELL                             TOUCH           ...
HEARING                              TASTE                              SMELL                             TOUCH           ...
HEARING                              TASTE                              SMELL                             TOUCH           ...
(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 ExperienceEconomy’ to ‘designing for experiences,” not tomention “brand experiences,” “cus...
IS A GOOD EXPERIENCESIMPLY ABOUT TASKACCOMPLISHMENT?
WHAT ABOUT THOSEEXPERIENCES WE PAY FOR?
WHAT ARE WEREALLY BUYING?
WHAT ARE WEREALLY BUYING?
WHAT SHAPES AN EXPERIENCE, REALLY?“neuromarketing”“...when you understand moreabout how the human brainworks, and when you...
WHAT SHAPES ANEXPERIENCE, REALLY?         “...the brain was recalling         images and ideas from         commercials, a...
IS PACKAGINGPART OF USEREXPERIENCE?
IS PACKAGINGPART OF USEREXPERIENCE?
user experiencethe experience economydesigning for experiencesbrand experiencesexperience design strategycustomer experien...
http://www.poetpainter.com/thoughts/article/classifying-experiences
communications layer   presentation       layer    The ‘thing’      itself    perceptions
COMPANY     SPACEcommunications layer   presentation       layer    The ‘thing’      itself    perceptions    PERSONAL    ...
COMPANY                         SPACE              EM                                               PH                    ...
COMPANY                          SPACE              EM                                                PH                  ...
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 AA A A AA AA A
“Message of Love from the Dolpins”(Message d’Amour des Dauphins)If you look at the vase you’ll probably agreethat it depic...
“Message of Love from the Dolpins”(Message d’Amour des Dauphins)If you look at the vase you’ll probably agreethat it depic...
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 musicwas irrelevant. She was irrelevant.What sold her albums was herstory. Of course, the mus...
"Let’s take Susan Boyle. Her musicwas irrelevant. She was irrelevant.What sold her albums was herstory. Of course, the mus...
“How fast was the car going whenit hit the other car?”“How fast was the car going whenit smashed into the other car?”
“How fast was the car going whenit hit the other car?”“How fast was the car going whenit 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 da...
“CODED ICONIC MESSAGES”
http://www2.psych.ubc.ca/~rensink/flicker/index.html
http://en.wikipedia.org/wiki/Change_blindnesshttp://www2.psych.ubc.ca/~rensink/flicker/index.html
Depth of Field:                                                      Mimicking Your Biology                               ...
LITERAL-METAPHORICAL CONFUSIONSVolunteers would meet one of the experimenters,believing that they would be starting the ex...
Hey, it’s a video!                                            eos.html      http://www.theinvisiblegorilla.com/vid        ...
INATTENTIONAL BLINDNESSVisual perception is morethan photons entering youreyes and activating yourbrain. To truly see, you...
My “A-Ha!” moment about pattern recognition
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
Aesthetic                     Perceived                      Semiotics/   Conceptual   NarrativesAssociations             ...
PRACTICAL APPLICATION?
short            verbose             lengthy,  answer            answer             digestable                            ...
short            verbose             lengthy,  answer            answer             digestable                            ...
{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 SOMETI...
THIS ALL SOUNDS A BIT…       ESOTERIC?
“ The core of            every trick is a            cold, cognitive            experiment in            perception.”     ...
FILM!http://www.slideshare.net/adamconnor/applying-filmmaking-tools-and-techniques-to-interaction-design
DISNEY!
DISNEY!
HOSPITALITY!
PHOTOGRAPHY!BEFORE                  AFTER
ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY       IANS           WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIA...
WHAT ARE YOU DOING TO(INTENTIONALLY) SHAPEPERCEPTIONS IN YOUR WORK?
!
PERCEPTION STRATEGIES: (TAKEAWAYS?)Equalize the Starting Point                 Explore the space “Between                 ...
Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
WHAT IS YOURPERCEPTIONSTRATEGY?
Thank you!slideshare.net/stephenpa  getmentalnotes.comStephen P Anderson         .@stephenandersonwww.poetpainter.com
MORE:                                                             Fantastic books to learn more about the inner workings o...
MORE:  Fascinating research on developing a new sense:                                            http://feelspace.cogsci....
ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY IANS WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIATIONSARTISTS
ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY IANS WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIATIONSARTISTS
ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY IANS WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIATIONSARTISTS
ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY IANS WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIATIONSARTISTS
ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY IANS WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIATIONSARTISTS
ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY IANS WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIATIONSARTISTS
ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY IANS WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIATIONSARTISTS
ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY IANS WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIATIONSARTISTS
ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY IANS WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIATIONSARTISTS
ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY IANS WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIATIONSARTISTS
ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY IANS WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIATIONSARTISTS
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ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY IANS WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIATIONSARTISTS What's Your Perception Strategy? (Why It's NOT All About Content)

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