Competing against the big players
Why is it that brands often need several touchpoints before someone follows, buys or interacts with their product? My take? Scarcity of cognitive resources and risk aversion.
Rather than having direct contact with the world, the brain receives information about the world through our senses. Based on that information, it makes predictions about what action will best serve us.
In a world where stimulus is constantly competing for our attention, our brains tend to be risk averse (on a granular cognitive level) and so attention is usually directed in such a way that signals the most reward and payback for the least amount of energy expended.
Walking down the tube platform, there’s a higher likelihood you’ll spend more time on an uber eats ad than a new brand. Why? It’s a safer bet. It’s familiar. So how do new brands compete with this?
For new brands, one effective way to peak saliency (stand out) is with simple, surface level messaging and high contrast text to visuals.
Why does this work?
It’s less costly for the brain to take in, clear and simple messaging gives people more return for less in terms of where to place attention.
High contrast signals where to direct attention so it’s less work for the brain to engage with.
Simple messaging, effective contrast, aesthetically pleasing
