One Type of Intelligence… or “Multiple Intelligences”?

for Retail News Magazine 5/2019

We Usually Think About People in Terms of General Intelligence. But That Might Not Be the Only Way to Understand Mental Processes.

By Emma Dikyová, Creative Laboratories Worldwide

“Everybody is a genius. But if you judge a fish by its ability to climb a tree,it will live its whole life believing that it is stupid.”— Albert Einstein

Gardner's Theory of Multiple Intelligences

Professor Howard Gardner of Harvard University introduced the theory of Multiple Intelligences in 1983. It views intelligence not as a single fixed ability but as a combination of varied talents and capabilities, categorized into distinct modalities:

• Linguistic intelligence – verbal expression and comprehension.

• Logical-mathematical intelligence – problem-solving and reasoning.

• Spatial intelligence – visual thinking and imagination, solving spatial problems.

• Musical intelligence – sensitivity to tone, rhythm, and the ability to understand or produce music.

• Bodily-kinesthetic intelligence – physical coordination and the execution of precise movements.

• Interpersonal intelligence – understanding others, managing relationships, persuading and navigating social interactions.

• Intrapersonal intelligence – self-awareness and personal development.

In 1998, Gardner added two more types:

• Naturalistic intelligence – understanding the patterns and systems of nature.

• Existential intelligence – the ability to reflect on philosophical or spiritual questions.

Work Roles and Intelligence Types

Gardner’s theory also outlines how different types of intelligence fit various professional roles:

• Linguistic: librarian, writer, lawyer

• Logical-mathematical: accountant, scientist, mathematician

• Spatial: architect, graphic designer, pilot

• Bodily-kinesthetic: dancer, carpenter, hunter

• Musical: composer, musician, piano tuner

• Interpersonal: manager, psychologist, teacher

• Intrapersonal: psychologist, theologian, entrepreneur

• Naturalistic: meteorologist, botanist, astronomer

• Existential: philosopher

Multisensory Environments

This theory is highly useful for tailoring communication to specific target audiences. Using different modalities helps make messages clearer and more effective.

Creating multisensory experiences when presenting your product or service has become essential. Passive information delivery is no longer effective.

In today’s information-saturated environment, you need to actively involve customers in experiences that align with their natural talents and preferences.

Providing real experience of a product or service is the most effective approach. You motivate your customers in ways that are innate to them.

Design as an Experimental, Conceptual, and Production Platform

Communication design is evolving into a multidisciplinary platform. When skilled designers work together with experts from other fields (psychology, education, neuroscience), it's easier to motivate customers to actively engage with your products and services.

Cone of Experience

The article references Edgar Dale’s Cone of Experience, which illustrates how people best retain information:

Activity Type	Retention Rate
Reading	10%
Listening to verbal explanations	20%
Viewing still images	30%
Viewing dynamic images / audiovisuals	50%
Watching demonstrations	70%
Participating in workshops / real experience	90%