THINGS THAT STAND OUT ARE MORE MEMORABLE
Description
When the world zigs, you zag
Peoples' tendency to remember things that stand out - we are more likely to remember the unusual.
This applies to all things: words, products, images, communication messages, etc.
"You're either remarkable or invisible. Make a choice."
- Seth Godin
Research:
Advertisers advocate that by using the Von-Restorff effect and making objects unique from the rest, our memory of the object is strengthened. To test this claim, Tamra J. Bireta & Brielle A. Simmons (2009) conducted an experiment where they showed participants four different advertisements of garbage bins. Three of the advertisements were similar to each other, with the fourth differing in font size and color. Participants showed higher memory recall of the distinct details in the fourth advertisement, providing evidence that there is an influence over consumers when using the Von Restorff Effect.
Application
Website Design and User Interface
By making key elements on a website (like call-to-action buttons or special offers) visually distinct from other elements, they can be made more memorable. This could involve using a contrasting color, a unique shape, or an animation to draw the user's attention to these elements.
Email Marketing
In email campaigns, using a unique subject line or a visually distinct design in the email body can make your message stand out in a crowded inbox. Highlighting offers, deadlines, or important information with different colors, fonts, or icons can make these elements more memorable to the reader.
Social Media Content
Creating posts with unique, eye-catching visuals or using an uncommon format (like an infographic or interactive content) can make your content more memorable among the plethora of standard posts on social media platforms. This also applies to the use of distinct hashtags or captions that are witty or different from usual trends.
Product Packaging and Presentation in E-commerce
When displaying products online, making one product stand out with unique packaging or presentation can make it more memorable. This can involve using unique colors, shapes, or interactive elements (like 360-degree views or augmented reality features) on the product page.
Ad Retargeting
In digital advertising, particularly retargeting ads, using creative and distinctive visuals or messages that are different from the standard fare can make the ad more noticeable and memorable. This might involve using humor, emotional appeals, or unique storytelling techniques that make the ad stick in the viewer's mind.
Examples
