People’s perception of truth plays a critical role in how seriously they will consider your message and ultimately, in the decision they’ll make about your idea, product or company. What do we know about truth and can we anticipate how the audience will perceive our presentation? It turns out the answer to that question is linked to the concept of beauty.
Beauty is truth
My work always tried to unite the true with the beautiful; but when I had to choose one or the other, I usually chose the beautiful”.
mathematician and philosopher (1885 –1955)
Warning: you will seriously fall for this commercial if you remember your first Sony Walkman.
Sony recently aired a new commercial illustrating how their best products are the result of close collaboration between artists and engineers. It all started with the iconic Walkman and evolved into DJ apps, underwater earphones, video games and cameras. “Be moved” is the tagline of Sony’s campaign, “to make you feel something” their stated mission. There are also several familiar faces starring in the commercial, including film director Spike Lee.
I just love this commercial! Emotions meet technology, beauty complements precision, right brain needs left brain. The story it tells spans three generations of users that will relate to the images, the music, and these great products. Kudos for director Stacy Wall for creating such a powerful and emotional narrative.
From Sony’s slick new website: “We measure our success with the flutter of a heart or a bead of cold sweat”.
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