How to Make Your Brand Stand Out: The Von Restorff Effect

1. What is this in one sentence:

The Von Restorff Effect (also called the Isolation Effect) is the psychological principle that things that stand out are more likely to be remembered.

2. What it means to businesses:

If your product, message, or brand looks or feels different from everything else around it, customers are far more likely to notice and remember it – especially in cluttered, competitive environments like retail.

3. Customer opportunity:

Retail customers are exposed to thousands of messages daily – but their brains are wired to remember the one thing that breaks the pattern (Thinking Fast, Thinking Slow). That means brands can win attention without spending more money, just by being different in a meaningful way.

4. Business threat:

If your product or offer looks just like everyone else’s, you’re invisible. Being forgettable in a crowded market is the fastest way to waste your shelf space, marketing spend, or digital impressions.

5. Business examples of this effect:

• Apple’s iPod Launch – When everyone was talking in gigabytes, Apple said “1,000 songs in your pocket.” Simpler, different, unforgettable.
  
• Dollar Shave Club’s viral launch video – The ad cut through a saturated grooming market with humour and raw production that stood out from polished competitors.
  
• Cadbury’s Gorilla Ad – In a world of product-focused chocolate ads, they aired a gorilla playing drums to Phil Collins. Sales spiked +9%.
  
• Price comparison websites; singing tenors and meerkats anyone?!

6. How can we use data to maximise this effect:

• Heatmaps & eye-tracking: Identify which designs or layouts capture attention most effectively.
• A/B testing creative: Compare “normal” vs. standout visuals or messaging – track engagement, clicks, and conversion rates.
• Product review analytics: Look for language customers use when describing “memorable” or “unexpected” experiences, then double down on what’s resonating.
• Competitor benchmarking: Audit your category’s visual and messaging norms. Use data to spot what’s overdone – and zig where others zag.
  
  

When launching a new product, promoting a seasonal campaign, or fighting for attention in a busy aisle (online or offline). The best time to apply the Von Restorff Effect is when you’re at risk of being “just another option” – that’s when difference becomes your strongest weapon.