In a world where distractions are endless and patience is in short supply, what gets noticed is what wins. Mary Oliver even called attention the “beginning of devotion.” But what does that mean in the noise of today’s marketplace, where brands are vying for split-seconds of gaze?
Let’s break it down. How do you get consumers to pay attention to you?
There’s a science to it, neuroscience, in fact. The two neuroscientific principles marketers should know regarding attention are contrast and violation of expectations.
Two Types of Attention: And Only One Really Matters for You
When it comes to attention, there are two sources. First, there’s endogenous attention. Think of this as a customer with a plan—someone walking into a store with a list, eyes peeled for the specific products they’re there to buy. That’s intentional attention, driven by a goal. It’s great if you’re already on the list. But here’s the kicker: what if you’re not?
Here’s where exogenous attention comes in. This is the kind of attention you don’t plan for. It’s the kind you can capture with a well-timed interruption, a clever design, or something that stands out just enough to get a double take. Think about it: you’re walking down the store aisle, when—bam!—a bright new package or a flashing sale sign pulls you off your path. That’s your exogenous attention at work.
And here’s the thing: if you want to win the attention game, this is the kind of attention you need to master.
The Brain’s Shortcut to Paying Attention
Let’s get one thing straight: the human brain is bombarded by information—far more than it can handle. Psychologist Timothy Wilson estimates that we can consciously process only about 0.0004 percent of what’s around us. So how does the brain decide what to focus on?
The answer: shortcuts. The brain doesn’t analyze everything. Instead, it looks for things that pop. The most powerful shortcut? Contrast. If something is different from its surroundings, your brain is drawn to it like a magnet. A pink dot in a sea of pink? It fades into the background. A pink dot on a black background? It screams for attention.
Think about how this applies to marketing. Whether it’s the visual design of your packaging, your website, or even your outdoor ads—contrast is your friend. Create something that stands out from the noise, and you’ve just grabbed yourself some precious exogenous attention.
Surprise: The Ultimate Form of Contrast
Now, let’s take it one step further. What if you didn’t just create contrast but also violated expectations? That’s where surprise comes in—and surprise is an incredibly powerful driver of attention.
Imagine you’re walking through a mall, and you spot a vending machine. Pretty standard, right? But now, instead of offering snacks or drinks, this vending machine dispenses… puppies for adoption. That’s not what you expected. It’s a complete violation of your mental script for what a vending machine does, and that element of surprise makes you stop, stare, and engage.
Brands that harness the power of surprise can stop consumers in their tracks by delivering something unexpected. Neuroscientist Matt Johnson recently delivered a TEDx talk about the role of surprise in the psychology of serendipity. As he describes, “It’s this element of unpredictability, mixed with contrast, that diverts our attention. We’re drawn to what’s new, or what’s divergent in our environment, and we habituate to what’s constant.” The key then, for marketers, is to discover what these constants are, and to do something that will contrast sharply.
Bringing Contrast (and Surprise) to Life in Your Marketing
So, what does contrast and surprise look like in action? It can be as simple as playing with colors, shapes, or movements, but it can also be about breaking norms in an unexpected way. Imagine your product on a shelf. What’s around it? How does your packaging stand out? If everything is sleek and minimal, maybe your bold, bright, playful packaging becomes the surprise. If every brand is offering a discount, maybe you offer something experiential instead—a flash event or an unexpected giveaway.
This isn’t just for physical products. Digital spaces are ripe for surprising users too. Want to drive attention to a particular feature on your app or website? Subtle animations or a cleverly timed message can catch users off guard in a delightful way, nudging them to explore further.
Attention As the Gateway to Engagement
At the end of the day, your marketing efforts all come down to this: how well you can capture and hold your audience’s attention. Whether they’re walking through a store, scrolling online, or stumbling across your latest campaign, attention is the first step to engagement. And it’s in your hands to make sure your brand stands out—and sometimes surprises—in the right way.
So, as you plan your next awareness campaign, product launch, or website redesign, ask yourself one simple question: How are you going to stand out from the noise and break the script? Because in a world where everyone competes for the same precious resource—attention—the brands that win are the ones who understand how to break through with contrast and surprise.
And if you’ve paid attention this far, I bet you’re already thinking of ways to surprise your audience next.
