The Von Restorff Effect, also known as the isolation effect or the distinctiveness principle, is a cognitive bias that suggests that when multiple similar items are presented together, the item that is distinct or stands out from the rest is more likely to be remembered.
This effect was first described by German psychiatrist and pediatrician Hedwig von Restorff in 1933. In her study, she found that when a list of items was presented to participants, the item that was different in some way (e.g., in color, shape, or size) had a higher probability of being recalled compared to the other items.
One classic example of the Von Restorff Effect is the use of highlighters to emphasize important information in a text. When reading a passage with some words highlighted, the highlighted words tend to capture our attention and stand out from the rest of the text. As a result, we are more likely to remember the highlighted information compared to the non-highlighted text.
Another example can be seen in advertising. Advertisers often use the Von Restorff Effect to make their products or brand names memorable. They may use bold colors, unique fonts, or distinctive visuals to make their advertisements stand out from the crowd. By creating a distinct and memorable impression, the advertisers increase the chances that their brand will be remembered by consumers.
References:
Von Restorff, H. (1933). Über die Wirkung von Bereichsbildungen im Spurenfeld [The effects of field formation in the trace field]. Psychologische Forschung, 18(1), 299-342.
Isenberg, D. J. (1986). Group polarization: A critical review and meta-analysis. Journal of Personality and Social Psychology, 50(6), 1141-1151.
Overall, the Von Restorff Effect highlights the importance of distinctiveness in memory and perception. By understanding this cognitive bias, we can leverage it in various contexts, such as learning, advertising, and design, to enhance memory retention and capture attention.