PERCEPTION
Cutting
through the
Clutter
How many pages
of the 750 are
devoted to
Editorial?
Answer:
Less than 100
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
Forgetting
Exposure
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
Do they taste the same?
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
Size
Create Contrast so That
Stimuli is More Likely to Be
Noticed.
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.
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
Interpretation
The meanings that people
assign to sensory stimuli
What things might influence
Interpretation?
KAZON
KAZON
KAZON
KAZON
Interpretation
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
Team Six
Annie
Tom
Jason
Angela
Amandeep
Andrew B
Darcy J
Lisa G
Team Two
Team Seven
Susanna
Ann
Danielle
Ryan
Allison J
Susan
Jason
Stephen
Team Three
Team Eight
Ashleigh
Lisa C
Linna
Tyler K
Keiko
Ezequiel
Julie
Brenda
Team Four
Team Nine
Shaddy
Kelly E
Annabell
Bobby
Ryan B
Ashley
Rico
Rochelle
Team Five
Team Ten
Darren
Tyler A
James G
Katie
Stan
Lindsay
Darcy C