🎨 The Von Restorff Effect: Standing Out Without Shouting

In partnership with

KwaKwa: Your Content's Value Unlocked in One Click…Maybe Two…

KwaKwa is the ultimate course creation tool designed for creators who thrive on social media. Unlike traditional education platforms, KwaKwa understands that social media creators aren’t lecturers—they're dynamic, creative, and community-focused. As a social media content creator, who wants to build a course, you deserve a space where your unique skills, talents, and advantages shine. Built by creators, for creators, KwaKwa is the go-to hub for crafting high-quality, premium content experiences that engage and inspire.

Download the app to start!

Everyone's trying to be loud. Let's talk about why being different beats being noisy.

The Pattern Problem

In 1933, psychiatrist Hedwig von Restorff discovered something wild: When everything looks the same, the one different thing becomes impossible to forget.

Marketers have been doing it wrong ever since.

The Numbers Don't Lie

• 89% of consumers remember brands that stand out in unexpected ways

• 64% ignore ads that shout for attention

• 71% remember the one brand that breaks the pattern

• 93% of viral content succeeds through strategic distinctiveness

The Masters of Different

Liquid Death doesn't act like a water company. They market water like a heavy metal band.

Patagonia tells you not to buy their jacket. Everyone else screams "SALE!"

Cards Against Humanity writes job posts like they're insulting you. Their application rates? Through the roof.

Result? They own mental real estate nobody else can touch.

The Hidden Pattern Opportunities

Look for:

1. Industry clichés everyone follows

2. Expected behaviors

3. Standard formats

4. Common phrases

5. Typical approaches

Then do literally anything else.

Break These Patterns

Don't Just Flip:

• Colors

• Fonts

• Layouts

• Images

Instead, Challenge:

• Assumptions

• Expectations

• Norms

• Industry "rules"

Make This Work Tomorrow

Start Here: 📱 The Pattern Audit: List every cliché in your industry. Do the opposite of one.

🎯 The Expectation Map: Write down what people expect. Give them what they don't.

💡 The Different Test: If your competitor could do it, redo it.

The Psychology Behind It

Our brains are pattern-matching machines. Break the pattern, and you break into memory.

One Action Now

Find the most common phrase in your industry. Ban it from your marketing forever. Create your own language instead.

Remember This

Being loud gets attention. Being different gets remembered. Choose memory over noise.

Stay distinctive, TJR @ Brandzine