“ We don’t see things as they are; we see them as we are”- Anais Nin
Humans generally form impressions and make inferences by different mental processes. We often, without much thought, classify people into groups- funny, smart, weird and so on- based on the kinds of behaviours and expressions they exhibit. For example, when we are introduced to a new co-worker at work, or sit by someone on a long trip, we immediately develop an initial impression of them, despite knowing very little about them.
Understanding the way humans form perceptions about people, companies, products and so on, is very helpful in building an unforgettable brand experience.
How do perceptions arise? The process of perception begins with our extrinsic and intrinsic senses. It is noteworthy to state that we form perceptions just about anything. Imagine standing right before a fierce-looking dog for the first time. In that instant, it becomes a man-eating monster in your mind’s eye, all of this without it taking a single step towards you. That is how spontaneous perceptions are. Think of when you were exposed to a new product brand- you subconsciously made comparisons between that brand and the ones you were already used to, thereby forming a perception of it in your mind.
Generally, we base our perceptions on the following:
1. Physical factors: Based on our culture, religion, background, beliefs and notions, physical attributes can lead us to create certain notions about people and brands. For example, to most (very religious) Nigerians, a man with plaited hair would be perceived as worldly, a womanizer, or in extreme cases, a criminal; whereas in reality, the man may simply be a harmless non-conformist.
2. Social factors: This is usually based on our current motivations and emotions. For example, a person who has gone through numerous break-ups might be indifferent to or even despise the sight of a couple and may tend to see women in the same light he now sees his exes. However, someone who anticipates a love affair might have fantasies whenever she sees a couple together.
3. The implicit personality theory:- This is a collection of beliefs and assumptions that we have about how certain traits are linked to certain characteristics and behaviours. For example, a woman who is mostly quiet and keeps to herself might be perceived as being snobbish or rude to one kind of person, while another might consider her sweet and delicate. A student who always raises his hand to answer questions in class might be perceived as being forward to some and simply intelligent to others.
As with many mental shortcuts, conclusions about certain people on a surface level has both positive and negative aspects. One strength is that it allows us make judgments quickly as we really do not have the time to get to know everyone on a personal level. One weakness, however, is that it might lead to false judgments, stereotypes or prejudices. A good product, for example, can be perceived as tacky if the package is gaudy and generally unattractive.
In trying to build a brand, it is imperative to study your target audience, hence narrowing down likes and distastes and creating the desired perception in the minds of your target market.
