[Aesthetic aha] We like when the feeling of suprise and familiarity go together
It is not merely the feeling that something is familiar. It is one step beyond that. It is something new, challenging, or surprising that opens a door into a feeling of comfort, meaning, or familiarity. It is called an aesthetic aha.
When I design online ads for American Apparel, I almost always look for an angle that will provoke. Outrage, self-righteousness, and titillation all work equally well. Naturally, the sexy ones are probably those you remember most, but the formula worked for all types of images. Photos of kids dressed up like adults, dogs wearing clothes, ad copy that didn’t make any sense—all high-valence, viral images. If I could generate a reaction, I could propel the ad from being something I had to pay for people to see (by buying ad inventory) to something people would gladly post on the front page of their highly trafficked websites.
This cult of "intelligence" centers on the idea that human cleverness is the supreme value . . . [but] all around us, we can see people trying to solve by logical argument or by the acquiring of information, problems that can only be dealt with by a change of heart—a change of attitude and new policy and direction. But this is the last thing we try . . . in contemporary culture, the passionate, quasi-religious exaltation of our pure cognitive faculties is surely a defense mechanism against this awkward fact.
Some new products and ideas slip into the well-worn grooves of people's expectations. In fifteen out of the last sixteen ...