A phenomenon of memory in which noticeably different things are more likely to be recalled than common thing
The von Restorff effect occurs when there is a difference in context (i.e., a stimulus is different from surrounding stimuli) or a difference in experience (i.e., a stimulus is different from experiences in memory)
Difference attracts attention and is better remembered.
For example, in trying to recall a list of characters such as EZQL4PMBI, people will have heightened recall for the 4 because it is the only number in the sequence - compare the relative difficulty of recall of the 4 to the T in a similar list EZQLTPMBI.
This explains why unique brands, distinctive packaging, and unusual advertising campaigns are used to promote brand recognition.
Differences in experience occur when something is noticeably different from past experience. For example, people often remember major events in their life, such as their first day of college or their first day at a new job. Differences in experience also apply to things like atypical words and faces.
Take advantage of the von Restorff effect by highlighting key elements in a presentation or design.