I came upon a site that had posted this video while researching for a presentation I gave for my Consumer Behavior class at Bilgi University. Even though I didn’t use the video for the presentation it stuck with me.
Perceptions are subjective impressions based on cultural experiences. Children are at the beginning of creating these experiences, they are still blank slates compared to us. They live in a relatively protected world and aren’t as bombarded by information as we are.
Thus the 5 year olds picture book story telling impressions are striking as she gives us a glimpse of her little world, her relationships with major high street brands and how she perceives these logos. You find out that her mother probably has a coffee dependency (she nails Starbucks and is able to associate Panera with coffee), her grandfather works at GE, and she drinks Pepsi at the pizza place they go to. But you also witness her try and explain brands that she is not familiar with. You can clearly listen to her making associations, shedding light to her simple yet astute logic.
This is really insightful because as adults our primary responses are now deep in our subconscious, we are not able to think as simply and clearly as children. It’s harder for us to explain the associations we make.
Looking through the eyes of a child can help us trigger our subconscious; a valuable exercise given the majority of our decisions lie deep in our subconscious. When evaluating creative work, whether it is a piece of packaging design for a water brand or a piece of communications for the finance sector, we often project ourselves as children and then share our first impressions. This helps us get closer to our inner most thoughts and feelings; and gives us a few treasured moments of liberation; the freedom to shake off our social conditioning and revert back to a time when perceptions didn’t rule our thoughts and feelings.