There’s something rather magical about the way certain phrases stick in our minds like particularly stubborn bits of bubble gum to the underside of a desk. “Proper preparation prevents poor performance.” “She sells seashells by the seashore.” “Good things come to those who wait.”
What these memorable morsels share, beyond their uncanny ability to lodge themselves in our grey matter, is consonance – the pleasing repetition of consonant sounds that makes language dance a little jig in our ears.
The Cognitive Shortcut We Can’t Resist
Now, here’s where it gets properly interesting. Our brains, those magnificently lazy organs, are constantly looking for shortcuts. They’re rather like British civil servants in that respect – always seeking the path of least resistance. When we encounter consonance, our neural pathways light up like Oxford Street at Christmas. The repeated sounds create a sort of cognitive fluency that makes information easier to process and, crucially, more believable.
This isn’t just linguistic frippery. It’s a genuine psychological phenomenon that marketers and politicians have been exploiting since time immemorial. “Better Business Bureau.” “PayPal.” “Coca-Cola.” These names aren’t accidents – they’re carefully crafted cognitive catnip.
The Commercial Conspiracy
Consider the curious case of Kit Kat. “Have a break, have a Kit Kat” isn’t just memorable because it’s been drilled into our heads through decades of advertising. The consonance makes it feel somehow right, as if breaks and Kit Kats were naturally ordained companions, like tea and biscuits or British weather and disappointment.
The Evolutionary Advantage
But why should our brains find consonance so seductive? One theory – and I rather like this one – is that it’s an evolutionary hangover from our pattern-seeking past. Those of our ancestors who were better at spotting patterns (like the repetitive sound of a predator in the undergrowth) were more likely to survive and pass on their genes. We’re essentially running the same software, just applying it to choosing washing powder instead of avoiding becoming something’s dinner.
The Business Application
For those in business, this presents a rather delightful opportunity. When crafting messages that need to stick, consonance can be your secret weapon. It’s like having access to a cheat code for the human brain. “Fast, friendly, focused.” “Solutions that satisfy.” “Performance powered by passion.” These aren’t just pleasant to the ear – they’re more likely to be remembered and, more importantly, believed.
The Broader Implication
The real magic here isn’t just in making messages memorable. It’s in understanding how our brains can be nudged towards accepting ideas through purely structural means. The medium isn’t just the message – sometimes the medium is the persuasion.
This has profound implications for everything from education to political discourse. If we can make important ideas more digestible through clever use of consonance, we might just make the world a slightly more sensible place. Although, given the state of current affairs, that might be hoping for rather a lot.
A Final Thought
Perhaps the most delicious irony is that by understanding these quirks of human psychology, we can actually make more rational decisions. By knowing how our brains can be swayed by something as simple as repeated consonant sounds, we become better equipped to evaluate messages on their actual merits rather than their melodic qualities.
Though, I must confess, sometimes a phrase just sounds too good to resist. And maybe that’s perfectly fine. After all, in a world of endless complexity, finding patterns – even in something as simple as sounds – brings a certain comfort. It’s rather like having a nice cup of tea in the middle of chaos.
And speaking of tea, I believe it’s time for mine.
