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