When interior designers decorate a room,
they often recommend having a focal point.
Why one focal point?
Why not two or three?
Because of the Von Restorff Effect.
German researcher Hedwig von Restorff discovered
that when one item sticks out from the rest,
it is more likely to be remembered.
Not only more likely to be remembered
but this image or word or fact makes
all the other information seem less important.
A magnificient fireplace makes homebuyers
less likely to remember the crack in the tile.
When designing a store,
an ad,
an executive summary,
ensure that there is a focal point and
that focal point highlights
what you want the prospect to remember.