Universal Principles of Design, Updated and Expanded Third Edition

058 Exposure Effect

The more people are exposed to a thing, the more they like and trust it.

The exposure effect occurs when stimuli are repeatedly presented and, as a result, are increasingly well liked and accepted. For example, the more a song or slogan is repeated, the more popular it is likely to become — a phenomenon exploited by both radio and television networks. The exposure effect applies only to stimuli that are perceived as neutral or positive. Repeated exposures to an offending stimulus may actually amplify the negative perception rather than remedy it. The exposure effect is observed with advertisements, music, paintings, people, and political campaigns.1

Familiarity plays a primary role in aesthetic appeal and acceptance; people ...