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The Power of Contrast
The deer nicely camouflages itself against its background. To catch it, humans had to evolve their powers of catching contrast.
Do you know how humans used to find food 5000 years ago? They would go into jungles to hunt. And they would keep a look out for any kind of movement. If they saw a difference in colour, a few arrows would shoot out in that direction. They were successful in catching food only because evolution had honed their powers of assessing Contrast.
The times have changed and people no longer go into jungles to hunt. But heres a dirty little secret: the human brain doesn’t know that. It is still living in the prehistoric days. And that’s why contrast is still the most powerful tool you can have to win people’s complete attention.
The scarcest thing today is attention span. Lets face it: in today's highly crowded world where an average person is bombarded with 3000 brands a day, winning people's attention is really hard. And thats where you can use contrast and stand out to win attention.
So how to use the power of contrast?
Contrast simply means comparing and emphasizing differences. First thing to do is observing your competition and your marketplace. Second step is doing what they aren't doing in a bold manner. There are only 2 steps - that's it.
If you are running classified ads, use white text on black background to make your ad stand out in a page full of black text on white background ads. If you go to a seminar that is attended by 500 other people, then wear jeans and a cow-boy hat while others wear formals and semi-formarls. If your competitors have made up their minds to compete on the basis of price, give them a run for their money by coming up with a exhorbitantly priced product of yours. Price it so high that no one in their right minds would buy it!
I had a little example about good contrast and bad contrast out here... but blogger erased it out because it had some html errors... ah well. I'll write about it in detail later.
Email Post to a friendPosted on 11/04/2005 | Permalink | |
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