the.com/memorability
the difference between an ad you quote for years and one you forgot mid-scroll.
means the quality that makes information stick in memory instead of sliding through it.
from from latin memor, mindful — the same root as memory and memoir, all circling the idea of holding on to what happened.
contradictspredictability makes things forgettable, not safer
studied bycognitive scientists using recall tests, not focus groups
beatsattractiveness in ad recall studies, oddly
depends onemotion and surprise more than repetition