The Impossible Visual — Pattern Interrupts trigger illustration
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PATTERN INTERRUPTS

THE IMPOSSIBLE VISUAL

MECHANISM

Show something that cannot exist in physical reality but instantly communicates the benefit.

? THE QUESTION

"What physically impossible image would instantly demonstrate our benefit?"

PROCESS

Work through these questions to generate ideas:

  1. What laws of physics does our benefit 'break'? (Gravity, time, scale, biology)
  2. What surreal image captures the essence?
  3. What optical illusion could serve the message?

EXAMPLES

Ideas in this space might look like:

  • A car so quiet that fish swim through its interior
  • A mattress so comfortable that sleeping on concrete produces the same effect
  • Scissors so sharp they cut through the page itself

HOW IT WORKS

Your Product
YOUR PRODUCT
+
THE QUESTION
"What physically impossible image would instantly demonstrate our benefit?"
=
Breakthrough Idea
BREAKTHROUGH IDEA

REAL WORLD EXAMPLES

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"What physically impossible image would instantly demonstrate our benefit?"