Contrast EffectOpen Access

Contrast Effect

We better remember products that stand out from their surroundings

A clever use of contrast to surprise, delight and assist consumers will boost conversion and strengthen long-term recall of your brand.

Hunt (1995). The subtlety of distinctiveness: What von Restorff really did. Psychonomic Bulletin & Review.

The study

Setup

Setup

40 people were split into two groups and shown a list made up of either 10 unrelated items (a number, a syllable, a colour, a word etc.), or 9 numbers and one isolated syllable placed second in the list. After a 10-minute reading task, both groups were then asked to recall the list.

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Results

Results

Those in the isolation group successfully recalled the syllable 70% of the time, as opposed to 40% in the control.

Study graph
np_read_2490885_000000

Hunt (1995). The subtlety of distinctiveness: What von Restorff really did. Psychonomic Bulletin & Review.

Key Takeaways

1
1

Use complementary contrast. When showing a list of similar products (e.g. beer), weave in a contrasting product to create complementary cross-selling (e.g. nuts) or up-selling (premium beer) opportunities. 

Takeaway image
2
2

Use contrast for clarity. If you offer a range of products, draw the undecided consumer to a strategic option, preventing choice overload and assisting sales. How might customers become overwhelmed with your range? How can you create a clear sense of contrast that avoids this negative feeling?

Takeaway image
3
3

Contrast through context. If your brand is familiar, how can you place it in relevant yet unexpected contexts to heighten recall? For instance, British food delivery service Deliveroo could have a movie tie-in shot in London, where its turquoise drivers whiz by in the background 2-3 times over the course of the narrative. 

Takeaway image
4
4
Takeaway image
Takeaway image
np_read_2490885_000000
np_read_2490885_000000

In further detail

Takeaway image
Contrast Effect

Contrast Effect

We better remember products that stand out from their surroundings

A clever use of contrast to surprise, delight and assist consumers will boost conversion and strengthen long-term recall of your brand.

The study

Setup

40 people were split into two groups and shown a list made up of either 10 unrelated items (a number, a syllable, a colour, a word etc.), or 9 numbers and one isolated syllable placed second in the list. After a 10-minute reading task, both groups were then asked to recall the list.

Results

Those in the isolation group successfully recalled the syllable 70% of the time, as opposed to 40% in the control.

study graph
np_read_2490885_000000

In detail

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