The four-letter code to selling anything | Derek Thompson | TEDxBinghamtonUniversity
TEDx Talks・2 minutes read
The golden ratio and the balance between familiarity and surprise play crucial roles in design, marketing, psychology, and persuasion. From Spotify algorithms to NASA creations, the combination of the known and the new is essential for success and engagement in various fields.
Insights
- Balancing familiarity and surprise is a key principle in design, marketing, and persuasion, as seen in the theories of Raymond Loewy and the success of Spotify's Discover Weekly feature.
- Building familiarity from a young age through exposure to diverse experiences can lead to greater acceptance of differences later in life, emphasizing the importance of early education in fostering inclusivity and understanding.
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Recent questions
What is the golden ratio?
A: The golden ratio, 1.62, is a formula for beauty and popularity believed by ancient Greeks and Enlightenment thinkers. It is considered aesthetically pleasing and harmonious in design and art, often used as a guideline for creating visually appealing compositions.
How do advertisers attract consumers?
A: Advertisers prioritize novelty in their formulas to attract consumers. By introducing new and innovative elements in their marketing strategies, they aim to capture the attention of their target audience and stand out in a competitive market.
What is the mere-exposure effect in psychology?
A: The mere-exposure effect in psychology explains that familiarity often leads to preference. People tend to develop a preference for things they are exposed to frequently, even if they are not consciously aware of it.
Who is Raymond Loewy?
A: Raymond Loewy was a renowned designer who believed in balancing familiarity and surprise to create successful products. His theory of Maya, which emphasizes the importance of balancing the known with the new, has been validated in various studies and design principles.
How can academics achieve success in their research?
A: Academics aiming for success often need to strike a balance between novelty and familiarity in their research. By incorporating new ideas while also building on existing knowledge and theories, researchers can create impactful and innovative work that resonates with their peers and the academic community.
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Summary
00:00
Balancing Familiarity and Surprise in Success
- The golden ratio, 1.62, is considered a formula for beauty and popularity by ancient Greeks and Enlightenment thinkers.
- Advertisers prioritize novelty in their formulas, as it is a key factor in attracting consumers.
- The mere-exposure effect in psychology explains that familiarity often leads to preference.
- Familiarity plays a significant role in human preferences, even influencing how people perceive their own faces.
- Raymond Loewy, a renowned designer, believed in balancing familiarity and surprise to create successful products.
- Loewy's theory of Maya, balancing familiarity and surprise, has been validated in various studies.
- Spotify's Discover Weekly feature saw increased engagement when familiar songs were included.
- Academics aiming for success often need to strike a balance between novelty and familiarity in their research.
- Fashion trends and naming preferences also follow the principle of familiar surprises.
- Persuasion techniques can be more effective when starting with the familiar values of the person being persuaded.
17:39
"Building Inclusive Societies Through Diverse Neighborhoods"
- The Moral Foundations Theory suggests starting debates by addressing the opposing party's core principles and ethics, gradually aligning them towards a common ground to bridge differing positions. Raymond Loewy, an industrial designer, revolutionized space history by creating a viewing portal in the NASA Space orbital, emphasizing the concept of "Maya" - showcasing how a window to a new world can also connect one to their roots and familiar surroundings.
- Developmental psychology highlights the concept of sensitive periods in taste formation, suggesting that building diverse neighborhoods from a young age can foster acceptance of various ideologies, colors, and creeds, promoting a cradle-to-grave strategy for creating a more inclusive society beyond just remedial justice efforts.
