“My colleague, Laura Weston, and I investigated. We gave 500 nationally representative participants a list of numbers: 15 written in black, one in blue. A short time later we asked which number they recalled. Respondents were 30 times more likely to recall the distinctive number.”
Don’t follow the Herd
Standing out seems risky. People are reluctant to do it.
But it is your greatest asset.
Ed Sheeran was rejected by record labels as they didn’t believe slightly chubby ginger blokes could sell records.
It was a combination of Ed’s talent and his unorthodox looks that helped him stand out and go viral on urban channel SBTV.
Ed is memorable.
It was Apple’s white earphones that stood out and caught people’s attention when they first launched the iPods.
White earphones were memorable.
To stand out and get noticed you have to be different.
Why does it work? Our brains are constantly scanning for breaks in habits. Things that break patterns.
You only have to look at TV adverts to see the Von Restorff effect at work.
One of the most famous and memorable TV adverts of the 1990s was for Tango.
You know when you’ve been Tangoed worked because it stood out.
One of the most memorable adverts of the 20th Century featured a Gorilla playing the drum to Phil Collin’s.
Ask most people and they will remember the brand it was promoting despite not seeing the advert for nearly 15 years.
It is estimated that we are all exposed to 6,000 -10,000 adverts every day. How many can you remember?
The Marmite Effect
For those outside the UK, Marmite is a yeast spread. It famously polarises people who either love it or hate it.