How Habit Beats Novelty

Research shows that our brains use heuristics and experience to decide what something is, often skipping over unexpected or novel aspects of a scene. We match input from the world to things we have encountered before. Since the goal of the marketer is to get the consumer to buy a brand quickly, constantly changing it won’t help. Change meant to freshen or energize a product line may actually cause consumers to overlook the new design as they search for what they are in the habit of seeing.

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