Practical Sales Training™ > How To Get Attention > The Bizarreness Effect
What is it?
The Bizarreness Effect looks at how “bizarre” things catch our attention and are more memorable as they stand out.
Why does it work?
The human brain recognises contrast and is sensitive to the unusual. Much like the Von Restorff Effect, The Bizarreness Effect is a tool to be remembered and to capture attention.
How can you use it?
How can you stand out in your field? Could you offer an ultra high price version of what you do? or an ultra budget version? could you adopt a brightly coloured branding style? or a minimalist approach? There are a number of potential things you can do, but standing out for the sake of standing out isn’t always the best approach- proceed with caution.
Example:
A law firm known for the usual “suit and tie” image launches a campaign with the tagline:
“Serious Lawyers. Ridiculously Good at Winning.”
paired with visuals of their team dressed as superheroes in court.
The contrast between the expected (formal, serious lawyers) and the unexpected (playful superhero imagery) captures attention. It’s memorable because it’s bizarre enough to break expectations while still communicating confidence and expertise.
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