Repitition-Validity Effect
How do you generate interest in something? By repeatedly exposing someone to a given stimulus, their neutral feeling regarding it will eventually give way to increased likeability. In other words, the more someone is exposed to something, the more they will like or accept it. For instance, the more a song or slogan is repeated, the more popular it becomes--a phenomenon seen in both radio and television.
This effect is most evident with photographs, meaningful words, names and shapes. Visual cues often increase the effect, while auditory stimulus sees less of an impact through repetition. After acceptance the brain reaches a "saturation point" and the effect gradually weakens. The first ten exposures will be the strongest.
The repetition-validity effect, also called the "mere exposure effect" or just "exposure effect," was outlined by psychologist Robert Zajonc in 1968, though awareness and use of the effect can be seen much earlier. Political propaganda--most notably Nazi and Communist imagery--made chilling use of repetition-validity early in the 20th century. Widespread acceptance of even the most negative of ideas through repeated exposure uncovers the danger of the repetition-validity effect. Nearly anything can become socially acceptable if people are exposed to it often enough.
The repetition-validity effect works best when the stimulus is short. Brief, subtle exposures--an image, a slogan, a sound-bite--work best. Almost subliminal exposure--where conscious attention is not given--enhances the effect. Separating the occurances of the stimulus by a delay also enhances the effect.
In design, you can benefit from the repetition-validity effect especially in promotion and advertising. Repeated exposure can give increased credibility and improve people's perception of a given message or initiative. The more subtle the exposure, and the more calculated in terms of your message in the early stages, the greater degree of benefit you will have from the effect. After 10-15 exposures, the "dulling of senses" that results from "overexposure" may force you to modify or enhance your message content in order to continue to receive benefit from repeated exposure.
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