Have you ever jumped into the middle of a TV program or movie and found yourself trying to figure out what is happening in the show.... and enjoying this puzzle? Now apply this common experience to a consumer looking at magazine ads, ad copy or a graphic design. If the message or lead-in is incomplete or purposefully offbeat does the audience (the prospective consumer) engage in an effort to solve the riddle in order to make sense of the unique juxtaposition? Perhaps a precious moment of intrigue sets a hard-stop in their memory bank... and a concept is sold.
Photo is a close-up view of coffee on a lazy Saturday AM.
