Two neuroscientific principles to capture consumer attention

In a world where distractions are endless and patience in short supply, what gets noticed is what wins. Mary Oliver even drew attention to the “devotion principle.” But what does this mean in the noise of today’s market, where brands compete for split-second glances?

Let’s break it down. How do you get consumers to pay attention to you?

There is a science to it, neuroscience, actually. The two neuroscientific principles that traders should know about attention are opposition and violation of expectations.

Two kinds of attention: And only one really matters to you

When it comes to attention, there are two sources. First, there is endogenous attention. Think of it as a customer with a plan—someone who walks into a store with a list, eyeing the specific products they’re there to buy. This is purposeful attention, guided by a goal. That’s great if you’re already on the list. But here’s the kicker: what if you’re not?

This is where extraneous attention comes in. This is the kind of attention you don’t plan for. It’s the kind you can capture with a timely break, a clever design, or something that stands out enough to get a double take. Think about it: you’re walking down the aisle of the store when—bam!—a shiny new package or flashing sale sign knocks you off your path. This is your extraneous attention to work.

And here’s the thing: if you want to win the attention game, this is the kind of attention you need to master.

The brain’s shortcut to pay attention

Let’s get one thing straight: the human brain is bombarded with information – far more than it can handle. Psychologist Timothy Wilson estimates that we can only consciously process about 0.0004 percent of what’s around us. So how does the brain decide what to focus on?

The answer: shortcuts. The brain doesn’t analyze everything. Instead, he looks for things that pop. The most powerful shortcut? Contrast. If something is different from its surroundings, your brain is attracted to it like a magnet. A pink dot in a sea of ​​pink? It fades into the background. A pink dot on a black background? It screams for attention.

Consider how this applies to marketing. Whether it’s the visual design of your packaging, your website, or your outdoor advertising—contrast is your friend. Create something that stands out from the noise and you’ve just grabbed some valuable outside attention.

Surprise: The ultimate form of contrast

Now, let’s take it a step further. What if you didn’t just create opposition, you defied expectations? That’s where the surprise comes in — and surprise is an incredibly powerful driver of attention.

Imagine you’re walking through a mall and you spot a vending machine. Pretty typical, right? But now, instead of offering snacks or drinks, this vending machine is giving away… puppies for adoption. It’s not what you expected. It’s a complete violation of your mental script for what a vending machine does, and that element of surprise makes you stop, stare, and engage.

Brands that harness the power of surprise can stop consumers by delivering something unexpected. Neuroscientist Matt Johnson recently delivered a TEDx talk on the role of surprise in the psychology of calm. As he describes, “It is this element of unpredictability, mixed with contrast, that distracts us. We are attracted to what is new or deviant in our environment and we become accustomed to what is stable.’ So the key, for marketers, is to find out what those constants are and do something to strongly oppose them.

Bring contrast (and surprise) to life in your marketing

So, what does contrast and surprise look like in action? It can be as simple as playing with colors, shapes or movements, but it can also be about breaking the rules in an unexpected way. Imagine your product on a shelf. What is around him? How does your packaging stand out? If everything is sleek and minimal, maybe the bold, bright, playful packaging will be your surprise. If every brand is offering a discount, maybe offer something experiential instead — a flash event or a surprise gift.

This is not just for natural products. Digital spaces are ripe for surprising users as well. Want to draw attention to a specific feature on your app or website? Subtle animations or a cleverly timed message can capture users in a delightful way, prompting them to explore further.

Attention as a gateway to engagement

At the end of the day, all marketing efforts come down to this: how well you can capture and hold your audience’s attention. Whether they’re walking into a store, scrolling online, or stumbling across your latest campaign, attention is the first step to engagement. And it’s up to you to make sure your brand stands out—and sometimes surprises—in the right way.

So as you plan your next awareness campaign, product launch or website redesign, ask yourself one simple question: How will you stand out from the noise and break the script? Because in a world where everyone is competing for the same precious resource—attention—the brands that win are the ones that understand how to overcome opposition and surprise.

And if you’ve been paying attention this far, I bet you’re already thinking of ways to surprise your audience next.