Perfection

This cracked glass instantly steals your focus. It’s chaotic, imperfect, and a little uncomfortable—and that’s exactly why it works. In marketing, “broken” often beats “perfect.” It signals authenticity and demands you look closer.

Why it works

• Imperfection feels real and human
• Disruption pulls attention away from predictable patterns
• Visual tension creates curiosity
• People remember what surprises them

Examples

• Apple’s early “Think Different” ads celebrated flawed geniuses over polished models
• Cards Against Humanity made millions selling an intentionally crude game
• The “Dumb Ways to Die” safety campaign used dark humor to cut through public apathy
• Patagonia’s “Don’t Buy This Jacket” ad shocked audiences while lifting sales 30%

Sometimes, a little crack in the glass is exactly what makes it shine.