Peak-End Rule: Two parts only, please
- George Percy
- Jun 10
- 1 min read
Hello Hello,
Here’s a rather brilliant finding from behavioural science that looks into how people recall their encounters and experiences
Peak-End Rule: Two parts only, please
Here’s a rather brilliant finding from behavioural science that looks into how people recall their encounters and experiences. It’s known as the Peak-End Rule, courtesy of Nobel laureate Daniel Kahneman once again.
Our brains aren’t recalling every moment like a diligent accountant. Instead, as with system 1 thinking, the brain cuts corners and focus on just two key moments:
The Peak - The most emotionally intense moment. Positive or negative.
The End - How the experience wraps up at the very very very end.
It’s all too common to see organisations/companies/charities throw nearly all their energy/resources into crafting a dazzling 'Peak', a slick website and that little rush when you click 'buy', and then only to let the 'End' go completely to pot.
Why did Apple spend so much time and design brain power on making the packaging and the ‘ritual’ of opening your new Mac or iPhone?
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