Darius Pocha speaking at the Thinking Digital Conference 2009 from Herb Kim on Vimeo.
The title of this post could also be “how to make a great presentation” but regardless it’s nice to be able to post some genuinely fascinating content on digital communications.
The video shows Darius Pocha, creative director at Enable Interactive (a new Chameleon client), presenting at Digital Thinking using a conehead and an orange to engage his audience. The talk is about why a digital experience can never match real life perception.
Most physical descriptions can’t be stimulated online, they can only be described. There are a number of physiological reasons why we are not wired up to find digital experiences interesting.
Our most memorable real-life experiences often occur in a state of heightened perception brought on by physiological changes in our brains and dependent on environmental circumstances. Unfamiliar or unexpected surroundings, perceived or real anticipation or risk, heighten our perception or deliver us into a state of “depth-first processing”.
Most digital experiences are permanently on demand and accessible and therefore devalue our experience. The best digital campaigns need to include triggers that stimulate depth-first processing, while evolving the participant’s experience to be truly memorable.
Top tips for digital campaigns include:
- most physical descriptions can’t be stimulated only described so make your descriptions powerful
- introduce chance, uncertainty or risk to encourage your audience to enter depth-first processing. Humour also triggers this state
- “non-demand” is more memorable. If it’s repeatable at least evolve the experience
Or alternatively, get yourself a conehead!
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Why digital is boring
Posted by Daniel Twigg February 17 2010 05:46pm