They may forget what you said, but they will never forget how you - - PowerPoint PPT Presentation

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They may forget what you said, but they will never forget how you - - PowerPoint PPT Presentation

Dec 17, 2023 359 likes •919 views

They may forget what you said, but they will never forget how you made them feel . @ModestRobert @BunnyfootSays 1 Emotional Design 2 Technology moves from utilitarian to higher needs including emotion 3 Technology moves from

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“They may forget what you said, but they will never forget how you made them feel.”

@ModestRobert @BunnyfootSays

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Emotional Design

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Technology moves from utilitarian to higher needs including emotion

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Technology moves from utilitarian to higher needs including emotion

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Web’s invention served utilitarian needs

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Great for customer centric, task orientated

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Effectiveness, efficiency & satisfaction are still points of differentiation.

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Some brands are experimenting with emotion

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Emotional engagement drives business success iPhone sales greater than all of Microsoft

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Emotional engagement drives business success

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Emotional engagement drives business success

“Emotional campaigns are more than twice as effective.” Les Binet

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£16.1 Billion ad spend in UK 2011

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The Framework: Desire Usability Persuasion Emotion

Framework

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Closer Look at Emotion & Desire

Desire Usability Persuasion Emotion

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Facial Behavioural Response

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FBR codes for 17 states:

 Base Emotions

  • Fear
  • Happiness
  • Sadness
  • Anger
  • Disgust

 Cognition

  • Confusion
  • Concentration
  • Doubt
  • Intrigue
  • Consideration

 Emognition

  • Amusement
  • Surprise
  • Guilt
  • Empathy
  • Anxiety
  • Frustration
  • Embarrassment
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How we code for FBR

Eyes and eyelids (such as blinking or tightening) Nostrils (such as flaring) Cheeks twitching Lip movements Facial muscle contractions Wrinkles that appear or disappear Location and shape of eyebrows White exposed in eyes and pupil placement /dilation Changes in the chin

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FBR is cross cultural and nationality

Study of the 1984 Summer Olympics and Paralympic games found ’no cultural differences in expression.’ between congenitally blind athletes and sighted ones. http://204.14.132.173/pubs/ journals/releases/psp9611.p df

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FBR is innate

Baby Emerson is 5 months

  • ld. He has not yet learnt

language or self awareness, but he can communicate his quickly changing emotions!

Scale: 1 Light, 2 Moderate, 3 Strong, 4 Very Strong

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Emotional responses are visceral

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Cameron: Faux Embarrassment

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Clegg: Real embarrassment & Disdain

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FBR is easy to understand & communicate

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Basic Emotion

  • Fear
  • Anger
  • Happiness
  • Disgust
  • Sadness
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Adj characterized by or indicative of pleasure, contentment, or joy: a happy mood; a happy frame of mind.

Happiness

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Happiness: Reading and understanding the signs

Happiness is enjoying/showing or marked by joy or pleasure. It’s the easiest emotion to recognise.

Muscles around the eyes tighten Cheeks are raised Corners of lips are raised upwards / mouth is open Crows wrinkles form on the sides of eyes

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Happiness: The progression

Happiness is an emotion which can form over time. It can progress over the reveal of a joke and its punch-line or by recalling a fond

  • memory. Happiness is associated with memories of good times, seeing a loved
  • ne or achieving a personal goal.

Shown above is how the emotion can form on ones face. It starts

  • ff with a slight twinkle in the eye and the lips curl upwards. The

cheeks are then raised which causes the eyes to narrow.

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Happiness: The variations

Happiness can be an open mouth or closed mouth emotion. Most commonly the open mouth happiness would indicate a higher intensity however this isn’t always the case. There are a lot of people who have insecurities about their mouth and seldom smile exposing teeth.

Open Mouth Happiness Closed Mouth Happiness

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Cognition

  • Confusion
  • Concentration
  • Doubt
  • Intrigue
  • Consideration
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noun perplexity; bewilderment: The more difficult questions left us in complete confusion.

Consideration

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Consideration: Reading and understanding the signs

Careful thought, typically over a period of time. A fact or a motive taken into account in deciding or judging something

Smooth clear forehead with no wrinkling. Ears often push back and this will also smooth out forehead wrinkling Eyes tend to look away while expressing consideration Lips tense slightly and commonly are pulled to the side and into the cheek

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Consideration: The variations (1 of 2)

Consideration is a positive response to advertising. Usually when a person breaks eye contact and looks up to the one side they are reciting a memory. This could be a previous thought of buying a gift for a friend or associating it to a need for themselves. The lips are normally to the side and are not always matched by the eyes. This does however make it look similar to confused or doubt – the main difference will lie in the softness of the eyes and the lack of eye contact. There will often be a firm stare at the thing which induced confusion.

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Consideration: The variations (1 of 2)

Often when we’re considering something we place our hands near our mouth. This is by no means always an indicator of consideration however it can often be used as a deflector when evaluating/considering something.

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Emotion & Desire: Concept Test

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This is a Concept Test

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McGurney’s Not-Captioned

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McGurney’s Captioned

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McGurney’s Not Captioned

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McGurney’s Captioned

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Intrigue

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Confusion

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Doubt

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Emotion & Desire: LV 30 Second Spot

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LV Insurance

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Scene 1: “Over the last year…”

Participants were mostly engaged at this stage of the advert. There were a few examples of confusion and intrigue as the plot had not yet been set. Feedback: “I was intrigued to find out what was being advertised” “It seemed like an opening scene of a movie.” Viewers engaged with the actor. (It’s not uncommon for viewers to look at the crotch of actors!)

Confuse Engaged Intrigue

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Scene 2: “Up sticks and decided to move…”

Emotion, slight confusion Viewers maintained their engagement levels on this scene as they were still interested to find out what is being advertised. Feedback: “Doesn't look like England. ” Viewers engaged with statutory required info.

Confuse

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Scene 9: “pay £350 or less”

Intrigue and engagement Feedback: “It’s good to be given some saving figures in the advert.” Viewers mostly engage with LV mark and value message. Voice over notes value proposition.

Winning scene

Intrigue Engaged

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Scene 17: “Over 1000 people a day”

Doubt and disbelief Feedback: “I don’t believe it.” “Yes, but how many are leaving every day?”

Doubt

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JUiCE

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Desire Usability Persuasion Emotion

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Quick Recap: Tech moves from utilitarian to higher needs Effectiveness, Efficiency & Satisfaction are still points of differentiation Emotional engagement drives business success

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Want to learn more? Bunnyfoot blog: ‘The Emotion of Surprise’ Bunnyfoot.com/JUiCE Bunnyfoot training course FBR

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Robert Stevens rob@bunnyfoot.com @ModestRobert