IPL cricket has changed the way cricket has been played traditionally. Love it or hate it, the IPL has made a significant difference in how we view domestic T20 cricket forever. It has helped cricket boards around the world understand just how powerful T20 cricket can be, and while Test purists might turn their noses up at the circus, its staying power has been something quite extraordinary.
The major impact of IPL on cricket has been because of Money & Entertainment. The “Game Changer” though has been the overall presentation of IPL, cheerleaders, hype and the team formations. No better example can be quoted for the “Von Restorff Effect”(VR effect) in the sports world.
Imagine for a moment that I give you a shopping list. You look at it quickly and you see nine items written in black and one item written in Red. You go shopping, but when you get to the store you realize you have lost the list. If you try to remember the items on the list, which will come to mind first? Certainly the one that was written in Red; Most people remember the element written in Red because the isolation of this element by the unexpected contrast immediately leaves an impression over time. This is how Von Restorff Effects works in real life.
Marketers use this effect to influence our decisions in day to day life. This effect works extremely well in Product Displays and when we wish to highlight key products over others. E-commerce portals use this effect and push us to decide and the best part is we don’t even realize this !!.
How does “Von Restorff Effect”(also known as Isolation Effect) work in nudging the consumers to select plans and products and how we can use this in our day to day life and improve Product Display and sales of high value (Margin) product Mix?
The two pictures below are one of the best examples of VR Effect ,
- Evernote highlights the plan that they want entry level customers to buy with a Black Strip.
- VR effect is used to create a meaningful contrast between products,; by using colours, shape, position & texture in product listing / displays. Revolve clothing uses a black label to highlight their best sellers and isolate it from the rest.
VR effect can be very effectively be used by Retailers and Dealers in creating special displays for the products that fetch them more profits and needs to be highlighted in stores. Premium products sales is a byproduct of how you position them.
