PERCEPTION What is Sensation? The immediate response to sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light colour and sound What is Perception? The process by which we select, organize, interpret and give meaning to sensations. An Overview of the Perceptual Process Stimulus Organization Gestalt Closure Principle Figure-Ground Principle Principle of Similarity Figure Ground Escher Once You’ve figured out what this picture is you cannot go back to the way you saw it initially. Principle of Similarity the two filled lines gives our eyes the impression of two horizontal lines, even though all the circles are equidistant from each other the larger circles appear to belong together because of the similarity in size Things which are closer together will be seen as belonging together or related. This Finnish Ad Emphasizes Sensual Reasons to Visit Helsinki This Caress Ad Uses Tactile Stimulation as a Selling Point This Ad Uses Taste to Motivate People to Buy Their Product Sensory Thresholds •Absolute Threshold •Differential Threshold Lexus Conveys the Sensation of Speed in a Novel Way to Position Its Vehicles This Ad Relies on Color Contrast to Get Noticed Empirical research indicates colour selection alone may impact sales by a margin of 5 to 40 percent • What colours will compel customers to spend more money? • Why is red the wrong color to use in ads targeting men? • What colours will make people come into my business? • What are the best colours to use to make more sales? • What are the best colours to use in print advertising? • What are the best colours to use for stationery; packaging, products, uniforms A well known hamburger chain discovered that red and yellow had a major psychological effect on its customers. It found that the correct colour combination can ... 1. Attract extra customers 2. Compel them to enter the store 3. Spend more money and feel better about it. Colour and Demographic Variables Age Gender Culture RED Impulse Desire Passion Urge to succeed Increases blood pressure VIOLET Magical Enchanting Unimportant Unrealistic Irresponsible Immature GRAY Neutrality Un-committed and un-involved Escape from anxiety YELLOW Bright Cheerful Restless Seeking change Creates anxiety BLUE traditional complete calm reduces blood pressure BROWN Reduced sense of vitality Passive Solid roots GREEN Stimulus for interaction Analytical Precise Accurate Resistance to change BLACK Negation of emotion Powerful Strong Uncontrollable Extinction Nothingness Personal Selection Factors •Experience •Environment •Culture KAZON KAZON KAZON KAZON This Singaporean Ad for Toyota Evokes a Car Schema Even Though Using Household Furniture