Create ideas using: Break visual expectations
Why would I deliberately choose visuals that break category conventions?
Because everyone in your category looks the same. They follow the 'rules' of how their industry is supposed to look. Those rules? They're invisible to people because everyone follows them. The second you break the visual rule, you're suddenly visible. You're not fighting for attention in a crowded sea of identical-looking competitors. You're the one that stands out. But here's the critical part: the visual break has to feel intentional and connected to what you're actually selling, not just random for shock value.
How do I break visual conventions without looking like a joke?
Choose colors, style, or design that contradicts the category but makes sense for your brand. A luxury brand using bright neon instead of gold? That's a break. A serious financial brand using playful, bold typography? That's a break. The key is: the visual choice should challenge what people expect in your category while still being credible. It shouldn't feel random—it should feel like a deliberate statement about who you are. That's the difference between disruption and confusion.
Example: How it could look
A finance app in a sea of grays, blues, and corporate aesthetics could choose hot pink and bold sans-serif. Not because pink is trendy, but because it says 'we're not your boring bank.' Every piece of communication breaks the visual expectation of what financial services should look like. Suddenly they're memorable, distinctive, and people start to trust them because they're confident enough to look different. The visual break becomes proof that they think differently too.
Or like this:
Why is Break visual expectations a great technique?
Breaking visual expectations works because it shatters the invisibility that conventions create—you become impossible to ignore.
Instantly recognizable in a crowded category
Signals confidence and differentiated thinking
Creates memorable first impression
Makes the brand feel fresher and more innovative
When your visuals break conventions, you're not just looking different—you're signaling that you think differently. That confidence is magnetic. People notice you, remember you, and trust that if you're brave enough to break visual rules, you're probably brave enough to break category rules too.
! When not to use the Break visual expectations Technique
When the visual break contradicts your actual values or message. If you're trying to look edgy but your brand is actually conservative, people will feel the disconnect. Also skip it if the visual break is pure shock with no substance—if you look weird but act like everyone else, you've wasted the opportunity.
Technique first described by www.deckofbrilliance.com