Contrast

I've been doing some thinking lately about the value of contrast, primarily about how it is an important tool in developing or marketing a new product. Contrast adds interest, so contrast is common in things to which we find ourselves drawn.

I'm using contrast here in a very broad sense, where it means that there are any two attributes of a single thing that are significantly different. Consider some examples, beginning with what we eat. Almost every meal we eat includes two or more foods. There really isn't any reason beyond getting a wide variety of nutrients not available in a single food for us to prepare multiple foods when we eat. However, even if it covered every element of nutrition you needed, you would be unlikely to feel particular satisfied by eating the same single item with every meal.

Another very basic example is that we tend not to design objects to be of a single color. My laptop, on which I'm typing this now, has a number of buttons that when they are in the "on" position light up with a blue glow. The blue contrasts with the black of the plastic and is therefore pleasing.

Not every example is so trivial, though. While it may not have such a firm grip on its market as it once did, Monster was remarkable in the job listing website business because of the contrast between the generally serious matter of browsing through jobs and the more whimsical nature of cartoon monsters adorning the pages. Similarly, "Amazon" (at least to me) conjures up images of a rain forest where the only inhabitants have little if anything in the way of a written language, which contrasts heavily with the concept of an online bookstore. I've noticed Elizabeth regularly browsing a make-up site called "Beauty Whore." Whatever you might feel about the name itself, it is certainly striking and memorable.

Even the name I picked for my online alter-ego, Dark Tortoise, was picked in part because of the contrast between "dark" and "tortoise." If asked to name a bunch of things that are dark, especially if given the "sinister" definition of the word, it's unlikely that "tortoise" would show up on your list anywhere in the top thousand.

I've been talking to my realtor friend, Ben, about ideas for a real estate website. Most such sites are, in my opinion, largely forgettable. They also tend to highlight the realtor, leaving the houses listed for sale as pretty much a set of photos and some basic attributes, like number of bedrooms and bathrooms. Buying a home, though, is largely an emotional decision with the house itself at the center of that decision. Thinking about contrast and that emotional factor suggests new ideas of how to present homes in an appealing, remarkable, and memorable way.

For example, we could present the homes almost as though they were people themselves so that the website visitor has the opportunity to be introduced to the homes and find one with a pleasing personality. We could include things like video testimonials about the houses given by either the developer or architect for new houses or the previous owners for resales. The presentation could even be made to look much like a typical (but well-designed) customized profile page on social networking sites like MySpace or FaceBook. The contrast between an inanimate object and the anthropomorphizing of that object would be unusual and notable.

Contrast, while not the only tool for creating distinction, seems a critical one. How could you apply new contrast to make something in your life more interesting, either to yourself or others as appropriate?