Page 109 - ConvinceThemFlip

5
Connect with
the Senses
Carl Jung observed that his patients had different
ways of communicating their experiences—some
of them expressed themselves in pictures, oth-
ers talked about how things sounded to them, and others
spoke about how things felt.
In the mid-seventies, I was flown to Miami to be briefed
for a cruise-line photo shoot for a new advertising cam-
paign. The agency team told me, “We know that everyone
wants good food and fresh air when they go on vacation;
that’s a given. But our research also tells us that people
have sensory preferences. Some folks choose a vacation
primarily for beautiful scenery; others to get away to
somewhere comfortable, with activities; and yet others
are primarily searching for peace and quiet. We know
that all three aspects are critical to the decision-making
process, but the final choice comes from satisfying the
person’s sensory preference.” I was told that my photos