Here’s why.
At first I thought… "Should I post this?" Then I realized… somewhere between 9 PM and 9 AM a few thousand cars already saw it. I’m posting it to make a couple of points.
Interestingly, both Jason and I noticed it immediately. It’s funny because you don’t often notice the text of a sign as you drive. That is, until the text is different.
You see, our eyes take in billions of pixels of information an hour. Our brains automatically ignore most of the images we see because we’ve already seen and processed that. We can ignore what we already know. But our mind draws our attention to things that are different.
This is why marketing is such a fascinating science. How do we develop a message that both lasts and is different all the time?
And the new sign we want. It won’t have moveable letters for this reason. Only problem with that is that it won’t have moveable letters to draw your attention to it. Which mean, we need to design the new sign in a way that is memorable for other reasons.
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