Universal Principles of Design, Updated and Expanded Third Edition

180 Supernormal Stimulus

An exaggerated feature that elicits a stronger response than the real feature.

A supernormal stimulus is a variation of a familiar stimulus that elicits a response stronger than the stimulus from which it evolved. For example, female cuckoos sneak into the nests of other birds to lay their eggs. Because the cuckoo egg is typically larger and brighter than other eggs, the nest’s owner gives it preferential attention. The size and brightness of the egg are supernormal stimuli to the unwitting adoptive mother.1

Supernormal stimuli dramatically influence the way people respond to brands, products, and services. It is generally the case that anything that sells like crazy is probably some type of supernormal stimulus.2