PSYCHOLOGY OF DESIGN Dr. Pamela Rutledge Director, Media Psychology Research Center [email protected] @pamelarutledge BRAND STORY & VIRTUAL REALITY Media Summit New York 2016
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PSYCHOLOGY OF DESIGN
Dr. Pamela RutledgeDirector, Media Psychology Research Center [email protected]
@pamelarutledge
BRAND STORY &VIRTUAL REALITYMedia Summit New York 2016
A brand IS a virtual reality
4
The most powerful VR headset ever designed
5
This is where meaning is created
Image of VR equipment
Everything You Need to Know About Psychology for Good VR Design
1. Tell a good story*2. Make consumer
needs more important than bells & whistles
Humans are analogue
VR is digital
Storytelling transports us between the two worlds
1. Tell a good story*2. Make consumer
needs more important than bells & whistles
Emotions & InstinctsUnconscious
RationalConscious
Emotions MasteryPain and gain ParticipationSelf-focused Social validation
Safety/Control Purpose
Narrative
Needs & GoalsAttention starts here
Can I use it easily?
Why do I care?
Can I share this experience with others?
What do I expect from this experience?
How does it make me feel?
How does it help me see myself better?
Customer Perspective
Should I Use VR?Wrong Question:
What’s My Goal?Right Question:
Build A Decision TreeDo I have a good story*?
Yes
Who Is My Audience?
Tech Savvy
Low Tech
Social
No
Go Get One
Define, Quantify, Measure
To Match Tech Attributes w/User
Expectations
DEFINE, QUANTIFY, MEASURE & MATCH• Technology– Equipment burden
• Cost, physical interference• User perceptions of technology type,
& emotional archetype• User Experience–Emotions–Needs• Control, mastery, social
connection
Match Tech with User Expectations & Needs
Technology
User Needs
IMMERSION
In the Zone
• ”Extraordinary” experience• Sense of presence &
transportation• Suspension of disbelief;
decreased resistance to persuasion
Technology
User Needs
IMMERSION
Out of the Zone
• Disrupts story• Loss of control• Social isolation• High adoption hurdle• Loss of immersion• Negative experience reflects
back on brand
EXIT POINTS
Don’t slip on the shiny penny of new technology.
Your brand is a virtual realityDon’t screw it up
PSYCHOLOGY OF DESIGN
Dr. Pamela RutledgeDirector, Media Psychology Research Center [email protected]
@pamelarutledge
THANK YOU
Media Summit New York 2016
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