“But I like the way it was better.”

Admittedly I’m a bit of a TED Talk junky. The one below by Dan Gilbert has stuck with me over the years. Every time I think about what I’m going to show a client, or present at a conference, any time choice is involved, I think about this talk. It’s about what makes us happy and how our brain responds to choice.

Our brains actually change once we have a preference and preference isn’t logical. Even people with short term memory loss, who can’t remember their previous choices, are not immune. So what does this have to do with catalogs? Everything. It explains why sales go down when you change out an image, even if the new image is superior to the old image. It explains why once you show someone a design you will have trouble getting them to choose something different down the line. It also explains why branding is such a huge driver and why customers react badly when we go off script.

Yes, I think of this talk a lot. I bet you will too. Enjoy.

All the best,

Sarah Fletcher

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