When you think about a memorable experience, like a big birthday celebration or wedding day, do you remember every moment from the day? You might think that you can remember the experience as a whole from start to finish but behavioural science says otherwise.
According to the Peak-End rule, we mostly remember the peak (the most intense emotional moment) and the end (how the experience concluded), and the rest of the day fades into a blur.
Coined by Daniel Kahneman, the Peak-End Rule explains how we evaluate past experiences. Whether it’s a holiday, a website, or a service interaction, our memory doesn’t average every second. These emotional highs and how an experience ended anchors our impression, influences satisfaction, and drives future decisions.
The end of a situation or event can rewrite someone’s entire emotional recollection. For example, if you have a day out at the museum and really enjoy it, but then buy something from the gift shop that’s expensive and breaks, that negative end would taint the day. The same can be said for a positive ending. You might have a bad day at work but someone doing something nice for you, like making your favourite meal or watching your favorite TV programme, could make you look back on the day as a whole fondly.
How does this apply to marketing?
1. Customer Experience
Good or bad customer service can make or break brand perception. One frustrating peak like a long wait or rude reply or a poor ending like a confusing checkout process can leave a bad impression. However, one single positive moment can make it memorable for all the right reasons.
2. Product Unboxing or First Use
A customer’s first experience with your brand is at the end of their purchase journey. A great unboxing experience or helpful onboarding process is the final impression and one that sticks whether it’s positive or negative.
3. Campaigns and Storytelling
Building a brand is all about storytelling. If you can tell a powerful story that builds to a strong ending with a clear emotional payoff, your brand will be more memorable. John Lewis’ Christmas adverts are a good example of this; you remember how they made you feel, not their length or production budget.
4. User Journeys and Digital Flows
Design digital experiences with a standout moment of surprise, delight, or clarity. Even small things (like a confetti animation, or thoughtful thank you) can be the peak. You can also map emotional flow, not just user flow. Consider when your customers would feel most engaged or frustrated and design to heighten the highs and soften the lows.
Remember not every moment needs to shine but if you can create a few memorable moments and a good ending for your customers, that’s where you can make a lasting impression. Ask yourself where you can create peaks and a memorable ending as that’s what your customers will carry with them. It’s not about what happens to your customers, it’s about how you make them feel.