SUCCESS THROUGH SENSESSUCCESS THROUGH SENSES

BACK TO BASICS

• WHAT IS THE WHAT IS THE SOUNDSOUND OF OF YOUR FEELINGS?YOUR FEELINGS?

• WHAT IS THE WHAT IS THE TOUCHTOUCH OF OF YOUR FEELINGS?YOUR FEELINGS?

• WHAT IS THE WHAT IS THE SMELLSMELL OF OF YOUR FEELINGS?YOUR FEELINGS?

• WHAT IS THE WHAT IS THE SIGHTSIGHT OF OF YOUR FEELINGS?YOUR FEELINGS?

• Ever thought why we offer TEA or COFFEE to guests?

Why do we like to wear Why do we like to wear good fragrance or spray good fragrance or spray good smell at entrance?good smell at entrance?

Why do we smile when we meet?NAMASTE , HUG, BOW

• Have you smelled time?Have you smelled time?• Do you need a watch to Do you need a watch to

tell time?tell time?

• Ever navigated using Ever navigated using smell?smell?

• Can you sniff a stranger Can you sniff a stranger from a friend?from a friend?

• Have you ever smelled Have you ever smelled threat?threat?

Nose never Nose never sleepssleeps

• Touch is the largest biggest sense in Touch is the largest biggest sense in our body.our body.

• Ever experienced a touch that reached Ever experienced a touch that reached your soul?your soul?

• Any product that touches the soul will Any product that touches the soul will get sold.get sold.

SENSE-EN-ERINGSENSE-EN-ERING

• Do you buy a product or experience ?

or DREAMS, FANTASY, DELIGHT, EMOTION, SENSUALITY, MOOD,

HOPE, PRIDE, AWE, AHA, WOW, IMAGINATON ?

• So do you sell a product / conceptSo do you sell a product / concept ?

or

DREAMS, FANTASY, DELIGHT, EMOTION, SENSUALITY, MOOD,

HOPE, PRIDE, AWE, AHA, WOW, IMAGINATON, PERCEPTIONPERCEPTION ?

Brain is driven by two types of drivers which influence decision

• Primal Drivers – Physiological HUNGER, LOVE,LUST,PAIN,FEAR, FOOD, SEX (touch), COMFORT , POWER,HEALTH ETC

• Developed Drivers

HUMOUR,SURPRISE,MISTERY, SOCIAL ATTENTION, ACCEPTANCE, ANTICIPATION, EMOTION, SPIRITUALITY, COMPASSION, ALTRUISM, PEACE,ETC

A Human brain is continuously making decisions

WHAT IS MORE RATIONAL, REASON OR FEELING (SENSE) ?

SMELL, LOOKS, TOUCH AND FEEL OR REASONING

Feelings Feelings will always will always

win over win over reason reason unless unless

reason is reason is put put

strongly….strongly….

ANALYTICALIQ

ASSOCIATIVE EQ

SYNCHRONISTIC SQ

HUMAN BRAIN IS A NETWORK OF NEURONS.

WE THINK /MEMORISE DUE TO CONNECTION BETWEEN NEURONS

DOES THIS HELP ME TO UNDERSTAND

INFLUENCE OF DISPLAYS ON PEOPLE IN PUBLIC PLACES

Concept of Entrainment

Two people standing or sitting near each

other will have similar pulse rate due

to resonance between the bodies.

Concept of Entrainment

There mental state of people waiting in the waiting lounges is similar, thus

giving the advertiser chance to influence them more effectively and

getting his message through.

Irritability increases

Entrainment happens

Emotional Brain active

Increase in Anxiety

Increase in Pulse Rate

There is less resistance

You listen and agree to anything and everything shown if shown in a specific manner

When When you are you are waitingwaiting

A good design is a treat to the senses. It makes you A good design is a treat to the senses. It makes you lust for it, fall in love with itlust for it, fall in love with it

Designing is all about

Communication

Before you design

• Understand the real purpose of the exercise• For Client : Understand what his aspirations would

be. Design to sell dreams and not ideas.• Design to create Delight

• Optimal Coherent

Non MonotonousSimultaneous

Sensory stimulation leads to DELIGHTDELIGHT

Plan for a Multisensory ExperiencePlan for a Multisensory Experience

• Audio Stimulus – 40 %

• Visual Stimulus – 70%

• Visual +Audio – 75%-80%

• Visual +Audio +Smell– 85%

• Visual + Audio + Smell+ Touch– 90%

A perfect design can stimulate all the senses A perfect design can stimulate all the senses of the brainof the brain

What do we look for? (Focal Accent)What do we look for? (Focal Accent)

1. PEOPLE2. MOVEMENT3. BRIGHTNESS4. HIGH CONTRAST5. VIVID COLOURS6. PATTERNS

We notice meanings and combinations of •Moving People•People with bright colours and commonality•Common Motions and relative sizes

MULTI SENSORY AND CROSS SENSORYMULTI SENSORY AND CROSS SENSORYEXPERIENCEEXPERIENCE

BRAIN HAS 15 AREAS OF SOUND

BRAIN HAS 3 AREAS OF SOUND

SOUND

SHADESRGBCOLOURS

FEMALESMALESHOW We PERCIEVE

BRAIN CANNOT HANDLE MORE THAN BRAIN CANNOT HANDLE MORE THAN 7 COMPLEXITIES AT A TIME7 COMPLEXITIES AT A TIME

Understand the way we Act/React

Design - Approach

• Create Hierarchy

• Create Interest Points

• Lighting color Change

• Smell Scapes

• Create Mystery around the objects

• Change in texture on the floor to create feel

Create a reason for people to look at your displays and look again and again and again

Neuroscience of Aesthetics

• GroupingGrouping gives direct messaging to pleasure centre

• Symmetry – Beautiful faces are always symmetrical. Most biological objects are symmetrical.

• Asymmetric is unhealthy. Parasites

• Make it LargeMake it Large – Hyper normal Stimuli gives WOW. Give something expected + Beyond

But do not forget the But do not forget the FOCUSFOCUS

• Peak ShiftPeak Shift – Pickup most important elements and enhance it.eg. Sketch of Gandhiji more appealing, SRK amplified or highlighted gives WOW

• IsolationIsolation – Less is more. A partly draped semi naked women picture is more attractive than 3D Nude.

• Brain likes the act of searching, guessing, uncovering paradoxes, stimulating intellect.

But we are not as complex as we seem to be….

• We all are driver driven

• Primal Drivers: Survival, Hunger (food), Love/Lust, Pain, Fear, Possessiveness, Sex (actually Touch), Comfort (self and close ones)

• Developed Drivers: Surprise, mystery, humour, wit, emotions, social attention, acceptance, admiration, compassion, intellect, spirituality, Altruism, Peace (joy, bliss, happiness)

The more basic driver your idea or concept appeals to, the earlier it is sold.

And the way we do it

• Consistency• Frequency• Anchoring

• Competence• Contextual• Intent

Thank You Thank You