“The way we personalize our computers or other objects of daily use at home, has a lot to do with our interpretation of the world. One of the first studies in which I participated was to Electrolux, the appliance maker. Even today I am still surprised . the comment of a housewife Manchester in England spoke of the dryer as follows: “my dryer call it Fred, and my relationship with it is often better than I have with my husband,” Peter Cooper. . QualiQuant Institute International.

The brain is interested in gaining knowledge of the essential characteristics and not changing, in an environment of continuous renewal. Simplifies and projects its own unstable stable operations in response to physical stimuli. It is not known exactly but it may be because many external stimuli can be confusing, since it could give them more than one interpretation. Thus there are stimuli that are illusory or ambiguous, it is better for the brain to recreate these various possibilities and protect itself from its own doubts.

In the case of vision your goal is not capture things always perfectly, but well enough grasp often and fast enough to survive the longer possible, from the evolutionary point of view is what matters.

For all of us that we are in continuous human interaction to understand the neural basis of ambiguity requires understanding that the brain is not simply a passive reporter external events.

Thus the brain recreates symbolic descriptions. Not recreate the original image, but represents the various features and aspects of it in completely new terms, choosing the easiest option by default. This illusionists and magicians know the great time.

How do you want people to perceive what you communicate? In the case of perception of events, in a world that is presented sensuously incessant, dynamic and fast, we perceive events as stable entities, to identify parts and relate to others components. After some episodes are stored in memory. Which are stored in memory are those whose key constituents: emotional perception, attention and memory, they have been more intense and positive gradation. These sensory inputs are transformed into representations forming the basis for action. This process generates projecting Multimodal representations in time to allow predictions of the future state of the same. For example, perceive motion predicts a future location, or infer the objectives of a person to predict future movements object. In this dynamic of perception, what things make consumers? Among other things:

  • Actively seek pleasurable messages or you find them likeable, avoiding others.
  • They focus their attention choosing according to certain stimuli: physical attributes, appearance, social acceptance, culture, color ..
  • Subconsciously discarded stimuli considered hazardous.
  • They distort information when it is not consistent with their needs, values or beliefs.
  • Self-protective bombardment of stimuli, by blocking the stimulation of conscious recognition.

Knowing the perception gives us the opportunity to establish greater emotional, attention and memory remaining links.

“We must focus on creating emotional connections with consumers” – Kevin Roberts.