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Could the future of print be
PHYSICAL?
“We don’t see things as they are, we see
them as we are” Anaïs Nin
<40,000 BC 2015
SLOW FAST
50 – 60 bits per second
11 million bits per second
Hard work Effortless
Left Right
Selective Always on
Logic Intuition
Largely conscious Largely unconscious
Divided attention
SLOW — logical What you focus on
FAST — intuitive Everything around you
Divided attention
SLOW — logical What you focus on
FAST — intuitive Everything around you
Divided attention d at
SLOW — logical What you focus on
FAST — intuitive Everything around you
Human intelligence
Everything you think about
Everything you don’t think about
174 Newspapers a day
Odds of being struck by lightning
Odds of clicking on a banner ad in 2014
Source: NSSL / Google
0.03% 0.04%
“Thinking is to humans as swimming is to cats”
Daniel Kahneman
BRAIN NO BRAIN Attention and movement
Physicality is hard-wired
Feelings are physical
Fast intuitive is FIRST
t intu
RST
This first
Then this
How this feels
How we feel about this
Dictates
How it feels how it feels
is
Typical response rates
Don’t count
Responds
Customer feelings
Pissed off
Interested
communications PHYSICAL
Signals before messages
Source: Millward Brown
Source: Millward Brown
Matter for Cadbury
12,000 distribution
34% voted
36,000 people played the games
100% word-of-mouth
SLOW FAST
Left Right Logic Intuition
Isaac Newton
Francis Bacon
John Locke
René Descartes
Revere this
Not this
“With enough data, the numbers speak for themselves”
Chris Anderson, founder Wired Magazine
“The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honors the servant and has forgotten the gift.”
Logic Feelings
Books in the modern age
Digital – books you read Physical – books you own
Music in the modern age
Digital – music you listen to Physical – music you own
Library
Museum
Thank you
www.artomatic.co.uk @timARTOMATIC
© 2015
