Why do we like what we like?
Throughout history, people have sought to understand why we like certain things.
The ancient Greeks believed in the golden ratio as a formula for beauty, while Enlightenment thinkers believed in the theory of aesthetics.
Today, advertisers use novelty as the first variable in their formula to attract consumers.
However, research shows that people actually prefer familiarity, as demonstrated by the mere-exposure effect.
We seek out new things but ultimately enjoy those that are familiar, such as songs with familiar chord structures and sequels to popular films.
This preference for familiarity may be due to evolutionary reasons, as recognizing familiar things could signal safety.
The challenge for creators is to balance familiarity and surprise in their designs to create hits that people will love.
The Story of Raymond Loewy and his Formula for Hits
Raymond Loewy was a French orphan who came to the US after World War I
He promised to beautify America and designed the most famous cars, trains, and logos of 1950s Americana, including Air Force One & the Coca-Cola bottle.
Loewy’s grand theory of everything was called “Maya” – an intersection of neo-philia (love of new things) and neo-phobia (fear of anything too new)
To sell something familiar, you have to make it surprising and to sell something surprising, you have to make it familiar
Loewy’s theory has been validated by studies and used to explain hits in technology, academics, culture, and politics
Spotify’s Discover Weekly app initially aimed to offer entirely new songs but adding some familiar ones made it significantly more popular
Loewy was like Don Draper meets Steve Jobs for the 20th century – he understood human psychology and understood what people wanted.
Conclusion: The Power of Familiar Surprises
In a world where information overload and constant novelty can sometimes feel overwhelming, it’s no wonder that familiar surprises hold such power.
By understanding someone’s fundamental values and beliefs, you can connect with them on a deeper level and make them more receptive to your ideas.
This principle isn’t just limited to debates, either – it applies to all aspects of life, from marketing and advertising to interpersonal relationships. So, the next time you’re trying to persuade someone, don’t just present your arguments – take the time to understand their perspective and make your message resonate with them on a personal level, you never know what kind of magic you might be able to create.