Cutting through the
Clutter
How many pages of the 750 are devoted to
Editorial?
Answer:
Less than 100


The immediate response to sensory receptors
(eyes, ears, nose, mouth, fingers) to such basic stimuli as light colour and sound

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

•
Absolute Threshold

Differential Threshold

Many ads use hidden messages, most of them harmless. Can you find the hidden message in this company logo?

How do Consumers Choose What to Pay
Attention To?
Stimulus Selection Factors
Create Contrast so That
Stimuli is More Likely to Be
Noticed.
Size
Color
Position
Novelty

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?
•
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.

RED
Impulse
Desire
Passion
Urge to succeed
Increases blood pressure
GRAY
Neutrality
Un-committed and un-involved
Escape from anxiety
BLUE traditional complete calm reduces blood pressure
GREEN
Stimulus for interaction
Analytical
Precise
Accurate
Resistance to change
VIOLET
Magical
Enchanting
Unimportant
Unrealistic
Irresponsible
Immature
YELLOW
Bright
Cheerful
Restless
Seeking change
Creates anxiety
BROWN
Reduced sense of vitality
Passive
Solid roots
BLACK
Negation of emotion
Powerful
Strong
Uncontrollable
Extinction
Nothingness

•
Experience
•
Environment
•
Culture


Consumers assign meaning to stimuli based on
Schema, or set of beliefs, to which the stimuli is assigned.

The schema will determine what criteria will be used to evaluate the:
 product,
 package,
 message.

This Singaporean Ad for Toyota Evokes a Car
Schema Even Though Using Household Furniture


Semiotics: The Symbols Around Us

The study of how consumers interpret the meanings of symbols

Object

Sign

Interpretant

Team One
Carrie D
Chris M
Andrew S
Nga Wai Y
Team Two
Cora K
Colin B
Matthew W
Shelina N
Team Three
Mindy M
Kristyn B
Paul Z
Erin F
Team Four
Didem E
Andrew M
Greg H
Duncan L
Team Five
Angela L
Adrian J
Martin R
Lisa L
Team Six
Rochelle M
Jaron K
Chad R
Steve C
Team Seven
N oelle H
Stephen R
Tony H
Kelsey G
Team Eight
James S
Denise A
Lajvir G
Annie H
Team Nine
Lesley-Anne P
Lisa K
Lance W
Loc N
Team Ten
Debbie D
Derek K
Jamie K
Leo H