Our brains are wired for survival. At their core, they are constantly scanning the world to find patterns—in people, products, and experiences. Whether it’s recognizing a friend’s face in a crowd or assuming the stock market will rise for the third day in a row, the human brain thrives on predictability. But it also craves surprises, because they spark curiosity, release dopamine, and keep us engaged.
This interplay between pattern and contrast explains why some brands feel trustworthy and why others spark delight that keeps customers coming back.
Why the Brain Loves Patterns
The desire to detect patterns is built into human cognition. Patterns reassure us by reducing uncertainty, making the world feel safer and more predictable. This sense of familiarity is not just comforting—it’s chemical. When patterns are recognized, the brain reduces activation in the amygdala (the fear center), lowering risk perception. The result? A little boost in serotonin—the “feel safe” neurotransmitter.
Think of how Colgate builds trust. By consistently showing certifications from the Indian Dental Association and emphasizing that it’s the number-one brand recommended by dentists, Colgate seamlessly fits into the brain’s category of “safe and reliable.” It doesn’t just sell toothpaste—it sells security.
When Patterns Go Too Far: The Brain’s Hot Hand Fallacy
But here’s the twist: our brains can also invent patterns where none exist. Gamblers believe a winning streak will continue, investors think a stock rising for two days will rise on the third—this is the hot hand fallacy. It’s proof that the brain is so eager for patterns that it sometimes tricks us into seeing meaning where there isn’t any.
For brands, the message here is clear: if you can consistently provide positive experiences, the consumer brain will happily weave them into a trusted “pattern of safety” around your brand.
Why Contrasts Capture Attention
Here’s the paradox: while the brain wants the safety of patterns, it also hungers for the excitement of difference. Contrasts—whether in design, storytelling, or brand voice—trigger a dopamine spike. And dopamine is the brain’s reward chemical, the one that says, That feels good. I want more.
Take Fevicol, for example. It isn’t just an adhesive anymore—the word itself has become shorthand for glue in India. Why? Because Fevicol consistently built memorable associations through advertising, especially ads that used contrast and surprise. Think of their iconic commercial showing people literally stuck to an overloaded truck. The imagery disrupted the brain’s expectations, delivered humor, and cemented the brand into collective memory.
Similarly, Amul’s advertising thrives on clever contrasts. The familiar, friendly Amul girl offers serotonin-driven comfort, while the tongue-in-cheek spoofs on current events deliver a sharp dopamine boost. It’s the perfect recipe for lasting brand relevance.
Pattern + Contrast = Brand Stickiness
The best brands don’t just play it safe with familiarity, nor do they rely only on constant disruption. They balance the two:
- Patterns build trust and safety.
- Contrasts capture attention and spark joy.
Together, they craft a cycle of comfort and excitement that keeps customers loyal.
Neuroscience in Action: Building Brands People Remember
- Association networks matter: From childhood, we learn to attach meaning to symbols. Two people holding hands instantly signals care and safety because we learned it long ago. Brands do the same—by attaching themselves to positive memories.
- Surprise drives decisions: The hippocampus, the brain’s prediction engine, gets startled when a pattern breaks. This surprise moves us from passive reception to active engagement, making us more likely to remember and act.
- Brands evolve to stay fresh: Association networks aren’t fixed—they evolve. That’s why even heritage brands like Amul constantly reinvent their narratives to remain relatable and contemporary.
The Marketing Takeaway
For marketers and brand strategists, the neuroscience lesson is straightforward yet powerful:
- Be predictable enough to earn trust. Play into familiar categories and recognized symbols.
- Be surprising enough to spark joy. Create moments of contrast that break the expected pattern.
- Link emotions with visuals. Ads that make people laugh, remember, or feel nostalgic stick longer in memory pathways.
- Evolve over time. Associations can grow stale—refreshing them keeps serotonin and dopamine in balance.
In essence, the brain rewards brands that fit its love for patterns of safety and its craving for contrasts of excitement.
So, the next time you think about brand strategy, remember this simple truth rooted in neuroscience: comfort earns trust, surprise earns attention, and together they create love for a brand.
Source : Brands and the Brain: How to Use Neuroscience to Create Impactful Brands by Arvind Sahay
Good Reads : https://www.goodreads.com/book/show/60693959-brands-and-the-brain
Read the Previous Article in the Series :
Thinking Beyond Science 
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