why do we buy what we buy is it only a matter of price and quality our buying decisions based purely on rational reasoning marketing experts are increasingly focusing on our subconscious behavioral patterns especially during difficult Economic Times the battle for the census has begun as consumers we are spoiled for Choice product are becoming more and more alike the hidden seducers are targeting our sense of touch our eyes our nose our ears usually this all takes place behind closed doors rarely does anyone talk about subtle marketing but we are about to look behind the scenes of
the Hidden seducers how is the scent of a hotel cre created why do experts labor for months to get the right tone from a vacuum cleaner and who would have thought a couple of years ago that we would now be buying expensive white cars a color Trend that had been planned long in advance yeah but I mean coincidence was yesterday the calculated power of the senses is today [Music] We Begin our journey into the kingdom of Seduction in Berlin the International Hotel chain Swiss hotel has a problem there are too many hotels in the capital
they all have good beds so what is that certain something that would set them apart and how can that message be conveyed subtly without speaking a single word Swiss otel wants to hire an expert with a very special nose sisil tolas a chemist Harvard lecturer artist and smell designer she is acknowledged worldwide as one of the most creative members of her profession in her Berlin laboratory she's been collecting old factory samples from around the world and can replicate nearly every odor sisil tolas has already developed sense for world-renowned fashion labels sporting goods and electronics manufacturers
but nearly all of her customers treat fragrance design like a state secret as a is Mar get in the yeah smell it's a powerful sense we can shut our eyes but not our nose sisle is fascinated by the world of smells whenever she comes to a new place she takes a deep breath takes notes and analyzes what is around us even if it's the smell of a garbage [Music] bin [Music] people don't call sisil toas when all they want is a pleasant Citrus smell you can get this in any drugstore the Berlin based Norwegian aspires
to use Aromas to express what advertising experts usually convey in words and images today she is meeting her a new client for the first time the research for the new Swiss Hotel scent can now begin this [Music] what do the curtains and pillows smell like how about the leather couches the lobby and the stone floor before sisil toas decides what effect the new hotel scent should have she uses her nose to determine the hotel's [Music] character [Music] my yeah it's a long road ahead before the final scent is created when possible sisil TOA searches for
authentic smells she doesn't think in categories of good and bad kind of [Music] what might sound strange at first actually has a very disdainful goal it's all about money and it's about how Swiss Hotel can attract as many new guests as possible and make the old ones want to return so sisil toas will spend the next six months working on the new hotel sent what is the smartest way to seduce us into spending money in a spectacular new project Dutch researchers are studying the power of the senses at the University of binghan employees are eating
in an average cafeteria or so it seems but appearances can [Music] deceive 27 hidden cameras film every hand movement of the guests do they reach for the salad or the soup do they take water or a coke at the cash register a scale embedded in the floor weighs each single customer with the help of these long-term observations psychologists and economists want to discover how our subconscious Works a large part of the Project's financing comes from the industrial [Music] sector it's [Music] for for that's why scientists have come up with the idea of the Big Brother
cafeteria to gather as much valid information as possible Renee and his colleagues know from experience when people are asked about their eating habits they tend to give answers that don't really match reality men the cameras are no secret to the guest in fact everyone must sign a letter of consent when visiting the cafeteria for the first time but those who come here daily for lunch eventually forget about the cameras it's an ideal laboratory setting for the [Music] scientist what kinds of decisions do the guests make when confronted with minor changes the red light instead of
green the smell of the open kitchen the constant flowing of pop or classical music an example a few days ago a coffee machine was installed in the cafeteria even though a machine in the hallway offers the same coffee for free researchers wanted to know why are guests willing to pay for [Music] coffee the coffee from the free machine the coffee from the cafeteria machine or the coffee from an expensive professional machine how does the type of machine machine influence our choice is it really only the taste that influences our decision behind the scenes of the
cafeteria an experiment begins a precise amount of coffee Aroma is infused into a test person's nose with a tube through the mouthpiece comes coffee flavoring videos of three different coffee machines appear on screen the subjects are then instructed to rate the tastes the machine from the cafeteria the expensive professional machine machine and the vending machine with a free [Music] coffee the results are hardly surprising The Taste from the expensive professional machine is consistently ranked highest but what the test subjects don't know the infused smells and tastes were identical for every machine so the actual coffee
quality plays a much smaller role than we think we don't act rationally but let our senses fool us an important Discovery for the researchers the cafeteria experiment has only just begun and will continue for another 10 years but the researchers already concur yes we can be lured into buying things through controlling our senses how product sound is another thing manufacturers rarely leave to chance we are at German electronic manufacturer MAA a new vacuum cleaner model is nearly ready to go into production but it sound is not quite right just yet the company hires friederick blutner
a highly specialized psycho acoustician from Saxony trained as an instrument maker blutner and his team are to find out what the vacuum cleaner should sound like to make as many customers as possible want to buy it the machine's design will then be modified according to their recommendations Al the search for the perfect vacuum cleaner sound begins here in the middle of the a mountains Fredick blutner located his company far away from the big cities for the psycho acoustician the forest is an important source of inspiration here he finds basic acoustic patterns which have shaped our
hearing for Millennia does for for the next step in the Quest for mea's new vacuum cleaner sound begins in glutinous test laboratory on the outskirts of the forest a survey which products are already on the market what do they sound like five experts 30 different vacuum noises the noises are rated on a scale from 1 to 10 the longer one listens the clearer it becomes not all noises are alike after half an hour of steady vacuuming the first results so skipped and cl see [Music] go this is for while of smell designer sisil tolas is
on her way from Berlin to Switzerland she wants to gather different smells for the new sent she's creating for the hotel chain Swiss Hotel the smell should be complex and contain many different elements it should be as authentic as possible Alpine Air snow and wood sense for a hotel lobby in Berlin sisil toas is also searching for typical Swiss smells in the city of Zurich will she find the warmth she wants to breathe into the cool hotel sent wow in the shadows of the time hon thanks sisil tolas has an idea even though it doesn't
smell particularly good for a normal nose this scent is supposed to play an important role for the Swiss Hotel chain money for effect who knows after the day's research sisil tolas comes to the tried and true conclusion money doesn't stink she now sets to work in her fragrance laboratory back in Berlin despite the high demand for Sizzle and her fragrances in the corporate world she still finds time for her artwork she's on a mission to make us more aware of the smells around us the older designer likes to play with existing odors and treats her
work like an art project Without Borders was here here has toot I a FL the old factory identity of a city the smells of good or bad neighborhoods of luxury and poverty and the emotions that come with them it's all in these liquids and now back to the Dutch cafeteria with its CCTV cameras the researchers are changing the color of the lighting will the guests choose more salad if the light is green will the fish appear fresher on under blue light and will guests linger longer in colorful chairs it's still too early for concrete results
but one thing is certain colors do influence our [Music] Behavior per Nima is an expert on utilizing color to make big money the Swede works for AO Nobel the world's largest color manufacturer he spends most of his time on the road today's stop Hamburg Nema is paid to find out which colors his company can sell 3 years from now after all the consumer Marketplace is vibrant and colors are changing constantly a wrong colored product doesn't sell knowledge of future taste and how to manipulate them is a treasured [Music] commodity people are affect affected by what's
going on in society at this time so they want different colors they want they are affected by terrorism they're affected by travel and fashion and all these other things happening which makes them sensitive to to new colors to different colors and they want to buy them and we have to know what they want to buy before they know it which color should our Walls Furniture and cars be 3 years from now Pera is not interested in fleeting Fashions but only in lasting Trends the industry needs to know these at least two to three years in
advance years ago he predicted that many limousines today would be white a color once considered low grade I think that in the coming years you'll see a lot more white cars and not workman's vehicles but regular cars and painted white and we saw that a couple years ago evolving with the ecological Trend and it's really about people trying to prove to themselves that their car is white pure and clean and not polluting air but which color will be the next best seller panema wanders around the trendiest neighborhoods observing people studying the latest design and visiting
hip cafes the chief designer of a billion dooll Global Corporation is always on the lookout for colors which could strike it rich 3 years from now when you look in the in the store window you're not looking at what color is there because that color is too late already you're looking more for General things and general feelings uh reading articles and if you can see if if fashion is more feminine what does that mean uh so it's it's not when you look for color trends you don't look for color you look for everything else in
a few weeks Pera will discuss the next European color trends with colleagues from around the world they will agree upon a common Direction a color cartel PE is gathering ideas for the meeting today this store has caught his eye a Hamburg designer is making stuffed animals out of used hand towels and selling them for a tidy profit do you want to see my my towel collect can I show it to you yes come you have a towel col I see you're probably the only man in the world with tow yes I'm the only man yes
some color ven there are different techniques in in ven of of towering I want to start uh um a presentation with them so should fantastic thank you very much thank you a great idea PE has detected a new trend something he has seen emerging in other Industries as well the ReUse of of the material is uh is so totally in Trend and in in in line with um with equal logical sustainability Green Design Trend that we're in the middle of right now I mean you look at it you see the oranges from the' 70s you
see the stripes from the 50s and that is just proof that it's reused so doesn't matter if the color is not trendy it's it's the trendy in itself because it's visibly reused the trend toward the self-made recycled retro look how will panema transform all of these elements into color that will appeal to the masses much welome he I I think that uh saying today that I am not affecting by affected by Trends is extremely trendy in itself so I am in my own person and I don't care about trends that is that is the most
trendy thing you could say probably uh and to say that I can live my life in Europe today with without being affected by anything I don't it's not possible it it's it's like saying I'm a I'm an aramit living in the cave we're not but working far away from trendy cities can also be helpful in creating something unique back to the a mountains Fredick blutner the psycho acoustician is still looking for the ideal vacuum cleaner sound now it's the con consumer turn the testers are to evaluate the noise of several vacuum cleaner [Music] models the
test results are a bit surprising this loud blue vacuum cleaner receives an unexpectedly high score a gut decision that is an important indication for the sound [Applause] researcher in other words pleasant sounds alone do not necessarily make for good sales T this is the sounds that are artificially designed here will later provide a basis for the engineers this is how the new vacuum cleaner should sound war no whistling not too quiet not too shrill the perfect noise here in a former Ski Hut in the OR mountains the sound is being developed which will soon be
heard in thousands of European households s in the Swedish city of malmer the search continues which colors can the industry sellers 3 years from now panema from axo Nobel is trying to get a sense of which directions popular taste will develop and how he can influence them but sometimes events Steamroller even him and world affairs dictate the latest colors it can also come totally out of the blue like uh what happened in New York with 9/11 that had a big influence on color we had a fairly pastel colored palette before that and that that fall
that Autumn we went from that pastel colors to very natural very safe colors safe combinations um people would travel less and instead stay at home and paint their castle with safety but usually the swed is in control of the situation as a chief designer of the world's largest color manufacturer he can set Trends himself but he doesn't do this in a vacuum which direction is mipel heading now in light of the global economic crisis pnea is trying to translate The Impressions he gathered over the past weeks into Concepts and colors illusion we're building a collection
that has of course to do with Trends it's a new collection and uh we're trying to fit what we think are coming Trend colors into a collection and of course it's it's fascinating because the smaller the collection the more difficult it is to make p Nea had to limit himself to only a few colors for the European conference in Bilbo there designers and manufacturers will come up with a new color Direction the axo Nobel representative will introduce his favorite contenders I I think this group is a hot candidate blue is Hope blue is freedom uh
it is so bad right now the economy or terrorism whatever it is that you're actually forcing hope Trend or a believable uh Trend that that fills you with with joy h we have also have a lot of green colors which of course is the ecology uh environmental sustainable Green Design Trend I I believe this this is something that we'll see and um of course I'll fight for it yeah the powerful rustling of the forest serves as a model for Mila's new vacuum cleaner the test results are now being implemented Fredick blutner and his colleague are
trying to find a way to artificially amplify the rustling [Music] sound the sound Engineers address every part of the vacuum cleaner that emits noise they're always on the lookout for ways to improve the machine's sound they've been working on the vacuum cleaner project for nearly a year now Fredick blutner devotes his spare moments to his pet project the trained instrument maker has constructed a violin whose only purpose is to sound great he doesn't care about its appearance the body is made of black plastic but the ugly something or other proved G Cable in the end
blutner gave his violin an oldfashioned look [Music] since then the psycho acoustician has proven that his plastic violin can compete with classical wooden models young musicians in particular buy the violin from The Sound Laboratory [Music] [Music] many musicians however remains skeptical about the plastic instrument the power of the senses sometimes counts for more than the mere sound you have [Music] more and more Supermarket chains are discovering how to make money with people's senses like here in tonis force a small German Town near dorf for some reason or other customers seem less stressed the supermarket chain
real is testing new technologies new merchandising systems and new payment methods most of these changes are invisible to customers and the robot is only a [Music] gimmick but something else has led customers to state in questionnaires that they feel like they're on holiday while shopping here this feeling is no coincidence the supermarket chain paid a steep price for it at the fish counter a light scent of herbs from provance produces a holiday feeling artificially created of course special speakers give off the faint sounds of seagulls and animated fish swim about on the floor [Music] the
recipe is subtle yet simple when customers feel comfortable they stay longer and spend more money often they don't even realize what's causing them to feel that good [Music] meanwhile in bilau the international color elite have arrived for Pera the axo Nobel representative the moment of truth is about to begin okay experts from the auto and Furniture Industries washing machine and motorcycle manufacturers color producers and freelance designers organized by the American color Marketing Group the only purpose of the conference is to come up with a unique color Trend usually these meetings are strictly confidential and no
cameras are allowed well it's about talking about what is going on in society uh with design that's what we're doing today the design and lifestyle things happening and uh what we're going to do tomorrow is move that to color and sorting out all the tendencies that we've been talking about and then try to find out if this is going to happen what does that mean in color so it will they talk about climate change the economic crisis Barack Obama and new architecture and what all this means for colors I see the green and the uh
the blue next continent is Africa Africa can only go up I'm a member of Ka so that's part of the micro U credit so so I I give money to women across the world those micr credits they are all taken by women there no no man among that not only in India and South America and everywhere so family structures we are totally going into nuclear family mode and huge Mobility because you're traveling much more to live in out cities outside which were your own if you look at design what is Green Design I mean apart
from the material which is recycled or whatever what does it look like like how can you define Green Design there's a brown that's towards a a violet uh Brown a little reddish a really pretty true gray and then a a light gray do you think we we work with this we want to work with this coming after the first two days a joint Direction begins to emerge pema's assumptions were headed in the right direction the blues I brought is right right there and the purples and the yellow is good this is this the Clos my
green is for an interior it's for architecture and a lot of the people here are working with motorcycles so I'm doing fine the color Marketing Group was established in 1962 with over 1,000 members it is the world's most powerful Trade Organization devoted to color their claim is color sells the right color sells better however even in a globalized world they need to be aware of regional differences John Braden ferer is a color consultant and the current president of the color Marketing Group he attends all the regional meetings in America Europe and Asia we had a
presentation this morning they showed some statistics on car colors in Asia and evidently for some reason in Thailand there's a uh adversity to White and it was very small segment where where the rest of Asia uh was accepting of white and it it was obviously a cultural uh aspect and these are the type of research things that you there's a lot of information out there that you need to be SE sensitive to and uh really make sure you do your homework when you go into a particular region so there you could have a a wrong
color choice that way on the the third day in the conference Hotel the color cartel is close to a final decision after discussing General Trends the international designers are now searching for appropriate colors creative chaos brainstorming and a bit of Child's Play but again it's all about big money when you see a product you see the color of the product and you want your product to have the right color on the market so you can sell it it comes down to selling products through color of course yeah that's why we're paid to be here by
our companies to have a better chance on the marketplace yeah the finale of the color marathon in the last stage a committee filters out the most important trendy colors from the many suggestions you know like true blue that kind of thing the colors are less bright a consequence of the global economic crisis and they're not as pure an expression of the Boom in authentic handmade products trustless trustless so this is then uh the European TR plet that we just decided on and uh it's for 2010 and 11 so you will see them on the market
we had a lot of Blues a lot of blue colors and still a lot of green and you see it's shifts in the colors they're more subdued than than last year I think it's what you see in in in the economy the reflection of what's going on in the US with the real estate market oil price food shortage and colors becoming less bright yeah of course these guidelines are not binding but the color producers and manufacturers of various types of consumer goods will adhere to these decisions after all they don't want to fall out of
line and come across as unfashionable so they ride the big wave as well and set a new color Trend we can hardly ignore friederick blu's assignment is also as good as complete today is his final meeting with his clients at Meer the vacuum cleaner manufacturer is curious to hear how consumers have reacted to the new [Laughter] sound with this propeller the tinkerers from the all mountains were able to simulate an ideal sound the trick work newly manufactured components will make the vacuum cleaner sound louder and be more powerful the strong rustling of leaves but without
the disruptive snapping and whistling a lot of wind for a little more rushell sisil toas is also in the last phase of her assignment she has started a create create a corporate smell for the hotel chain based on what she has smelled in the hotel in Berlin and in Switzerland the trained chemist has access to nearly 8,000 different scents for a new creation she mixes up to 200 different ingredients the new smell for Swiss Hotel consists of dozens of elements [Music] [Music] [Music] wow it's a long process for several weeks sisil has been testing new
Aromas weighing her Essences drop by drop mixing and trying out new combinations her concept of including even unusual smells evoked some initial skepticism on the part of her [Music] client in from SCH yeah we yeah is in the the new smell for Swiss hotel is finished at last a new identity recognizable only to the nose a fine new weapon in the brutal fight for customers what will the hotel director say spish so here and here oh yes [Music] beloved money even when it comes down to the smell it's all about the money is this pure
sensuality from now on a well-designed mix will flow through the air conditioning system very subtle almost unnoticeable a cocktail of wood red pepper snow steel mountain breeze and money the hidden seducers are becoming more and more ingenious the battle for our senses has only just [Music] [Music] [Music] begun
