The More You See It, The More You Like It: the Mere Exposure Effect
- kmunn87
- Sep 26
- 5 min read
Ever wonder why that song you initially didn't like suddenly becomes your favorite after hearing it on the radio a dozen times? Or why you like watching the Big Bang Theory (even though each episode is essentially the same). You're experiencing something psychologists call the mere exposure effect, and it's one of the most powerful tools you can use on your website.
The mere exposure effect is beautifully simple: the more often we are exposed to a certain stimulus, such as a picture, a melody or a person, the more sympathetic we become to this stimulus. People tend to develop a liking or disliking for things merely because they are familiar with them.
THE SCIENCE BEHIND FAMILIARITY
The mere exposure effect is the tendency to prefer things simply because we’ve seen or heard them before. Even short, accidental encounters can make something feel more familiar and, over time, more likeable. This often happens outside conscious awareness studies show even very brief, subliminal exposures can change our preferences.
Psychologists have put this to the test again and again. In fact, one big review of over 200 experiments found the effect is consistent, though modest. Repetition really does work, but it’s not a magic trick. What’s more, the sweet spot seems to be around 10–20 exposures. After that, our liking tends to flatten out, and if we’re over-bombarded, it can even backfire. Familiarity can build trust and positive feelings but it works best in small, steady doses, not endless repetition.
WHY THE MERE EXPOSURE EFFECT MATTERS FOR YOUR WEBSITE
It Builds Trust Instantly When visitors see consistent branding, messaging, and design elements throughout your website, they unconsciously start to trust you more. Consistency signals professionalism and reliability.
It Guides Decision-Making Consumers are more likely to choose brands they recognise. By repeating key elements like your logo, colours, and main messages, you're making it easier for people to remember and choose you.
It Works Even When People Aren't Actively Paying Attention Your advertising can still be working for you in subtly positive ways, even when traditional metrics might suggest otherwise. This means your repeated elements are building preference even when visitors don't consciously notice them.
It Strengthens Your Brand Recognition Every time someone sees your brand elements repeated consistently, you're reinforcing their memory of who you are and what you stand for.
HOW TO USE THE MERE EXPOSURE EFFECT ON YOUR WEBSITE
1. Consistent Visual Branding Use your brand colours , fonts, and logo consistently across every page. Don't just stick your logo in the header and forget about it try to weave your brand elements throughout the entire user experience.
2. Repeat Key Messages If you want people to remember that you offer "fast, friendly service," don't say it just once. Find natural ways to reinforce this message in your headlines, testimonials, and calls-to-action throughout your site.
3. Consistent Button Styling When your buttons look the same across your website, people quickly learn what's clickable. This familiarity makes them more confident about taking action.
4. Recurring Design Elements Use the same icons, patterns, or design flourishes across different pages. These small repetitions create a cohesive experience that feels familiar and trustworthy.
THE SWEET SPOT: NOT TOO MUCH, NOT TOO LITTLE
Just like everything in life, there is a sweet spot. Exposure increases liking up to a point, after which additional exposures yield diminishing returns and can eventually lead to irritation or boredom.
The magic number? Mere exposure typically reaches its maximum effect within 10–20 presentations. This means you want to repeat important elements enough to create familiarity, but not so much that people get sick of seeing them.
Think of it like seasoning a dish: just enough salt makes everything taste better, but too much ruins the meal entirely.
QUICK WINS FOR YOUR WEBSITE
Audit Your Current Repetition Walk through your website and count how many times visitors see your key brand elements. Are your most important messages getting enough repetition? Are any elements appearing so often they might be annoying?
Create a Consistency Checklist Make a list of your essential brand elements (colours, fonts, key messages, button styles) and ensure they appear consistently across all your pages.
Test Your Navigation Your navigation menu appears on every page, making it perfect for the mere exposure effect. Ensure your menu items use language that reinforces your brand and key messages.
Repeat Your Value Proposition Don't assume people will remember your main benefit from your homepage. Find subtle ways to reinforce what makes you special throughout the user journey.
MAKING REPETITION FEEL NATURAL
The best use of the mere exposure effect doesn't feel repetitive, it feels cohesive. Here's how to repeat elements without being boring:
Vary the Context, Keep the Core Your main message might appear as a headline on one page, a testimonial quote on another, and a button label elsewhere. Same message, different presentation.
Use Visual Hierarchy Make some repetitions bold and obvious (like your main call-to-action) and others subtle and supportive (like recurring design elements).
Space It Out Rather than cramming repeated elements together, spread them throughout the user journey so they feel natural and helpful rather than pushy.
BEYOND BUTTONS AND BRANDING
The mere exposure effect works for more than just visual elements:
Social Proof Testimonials that mention the same key benefits reinforce your message through different voices.
Content Themes Blog posts and resources that consistently address your customers' main concerns build familiarity with your expertise.
Email Sequences Email marketing that repeatedly reinforces your brand personality and key messages builds stronger relationships over time.
YOUR MERE EXPOSURE ACTION PLAN
Ready to harness the power of familiarity? Start with these three steps:
Identify your key brand elements and messages that should be repeated throughout your site
Count current repetitions to ensure you're hitting that sweet spot of 10-20 exposures
Create consistency guidelines so every page reinforces your brand effectively
Remember, the mere exposure effect isn't about being pushy or repetitive in an annoying way. It's about creating a consistent, familiar experience that helps visitors feel comfortable and confident about choosing you.
Every time someone visits your website, they're deciding whether you feel trustworthy, professional, and right for them. When you use the mere exposure effect strategically, you're helping their brain reach a positive conclusion through the simple power of familiarity.
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ABOUT THE AUTHOR
Written by Katie Di Feliciantonio at Made by Katie, a Surrey-based Wix and Squarespace web design studio.
I work with charities and small businesses, offering tailored packages to suit your needs: Mini Websites for a fast, affordable online presence, Bespoke Website Builds for a fully custom website, and Page Makeovers to refresh and optimise your existing site.
REFERENCES
Bornstein, R. F. (1989). Exposure and affect: Overview and meta-analysis of research, 1968–1987. Psychological Bulletin, 106(2), 265–289.
Montoya, R. M., Horton, R. S., Vevea, J. L., Citkowicz, M., & Lauber, E. A. (2017). A re-examination of the mere exposure effect: The influence of repeated exposure on recognition, familiarity, and liking. Psychological Bulletin, 143(5), 459–498.
Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt. 2), 1–27.
Monahan, J. L., Murphy, S. T., & Zajonc, R. B. (2000). Subliminal mere exposure: Specific, general, and diffuse effects. Psychological Science, 11(6), 462–466.
