is a lovely FREE book, which you can download here. It's a collection of essays from artists, designers, psychogeographers, cultural researchers, futurologists and neuroscientists brought together to explore the political, social and cultural implications of visualising people’s intimate biometric data and emotions using technology. It'll show you how you can use equipment like this to make "emotion maps" like this
Pretty cool, huh? But how could we use them? Well, if I was working on a tourist attraction, like Alton Towers, showing people the levels of emotion inside vs outside your grounds could be a fascinating way to sell it to them. It could also make a fun addition to the traditional map people get given when they arrive - heightening their experience of the day. Allowing participants in the project to take home personalised emotion traces could also make for a fantastic memento - and a great change from the usual, slightly embarassing photo of you getting drenched on the log flumes.
Places like the Tate Modern or Saatchi Gallery also seem like a good fit with emotion mapping. As well as helping them to understand which pieces truly move people, the result could be a piece of art in itself - and an ever-changing addition to their collection.
These kind of devices can also help us understand behaviour a bit better. As the book says "The Greenwich Emotion Map suggests an experience of the city as a series of distinct ‘events,’ by which we mean moments of distinctive attention. The actual nature of these ‘events’ varies from meeting people, taking a photo, crossing roads, to being annoyed by one’s surroundings. What these events have in common is an element of novelty which has caused the person’s attention to become focused... Within this ‘event space,’ a fork in the road causes a moment of indecision which competes for attention with the family argument taking place at the same time."
With this in mind, you can see why it takes something pretty new and powerful to get people to engage with our ads. So much of our behaviour happens on auto-pilot. So much else is happening. So is it any wonder that so much brand building happens subconsciously? It's "osmosis," as Alex calls it. And, speaking of free downloads, if you haven't read his IPA Excellence Diploma essay yet then you can check it out here.