Creativity is dead, long live curation! The role of a curator is to carefully select and present cultural artifacts to the public, guiding us towards what we need to know and why. The term "curator" originates from the Latin word "curare," meaning to care or to be a caretaker of objects. Initially, curators were responsible for installing objects in museums, but over time, their role expanded as art itself expanded.

Creativity is dead, long live curation! The role of a curator is to carefully select and present cultural artifacts to the public, guiding us towards what we need to know and why. The term "curator" originates from the Latin word "curare," meaning to care or to be a caretaker of objects. Initially, curators were responsible for installing objects in museums, but over time, their role expanded as art itself expanded.

Curation has always had a democratizing effect, allowing art to reach different sections of society and integrating exhibitions into society itself. Recently, there has been a shift towards what is known as "civic curation," where the act of curating is linked to generosity and has a larger social role. Modern brands have also recognized the power of curation as a strategy to differentiate themselves, gain relevance, and ensure longevity.

In the realm of brands, curation has become essential in the manufacturing of culture, design, luxury, and art. It goes beyond visual aesthetics and tone of voice, as the aesthetic world and narrative created by curation are much harder to replicate. Brands, under pressure to constantly produce newness, often struggle to create entirely new products. However, by curating the old and giving it renewed meaning, they are able to captivate consumers and enhance their perceived value.

Curation serves to contextualize products within a specific time and point of view. It transforms items into collectibles, with their value often created by curators themselves. Furthermore, curators bridge the gap between different taste communities, introducing them to one another and fostering connections. They have the ability to bring together people, products, and ideas in a way that is both new and familiar.

This idea of curating and familiarity brings us to the concept of the mere exposure effect in psychology. Researchers studying this effect have discovered that we often prefer things that we've seen before over new things. The mere exposure effect refers to the finding that the more frequently we have been exposed to something, the more we tend to like it.

Interestingly, the mere exposure effect occurs even if we don't consciously remember having seen the object before. This indicates that our subconscious mind plays a significant role in shaping our preferences. Social psychologist Robert Zajonc, in his 1968 paper, highlighted that people don't necessarily need to experience a reward or positive outcome while being exposed to an object to develop a liking for it. Simply being exposed to the object is enough to generate preference.

The mere exposure effect has been observed in both human and animal studies. Even non-human animals display a preference for things they have been repeatedly exposed to. Additionally, research has shown that subliminal exposure to images can influence our preferences and moods. However, it is important to note that the mere exposure effect does not occur for things we initially dislike. It seems to work best when there is a neutral or positive attitude towards the object from the beginning.

While familiarity can lead to preference, there is a point where repeated exposure can lead to diminishing returns. Participants in studies have shown decreased liking for objects after many repeated exposures. This phenomenon suggests that a smaller number of repeated exposures can increase our liking, but if the exposure continues indefinitely, we may eventually grow tired of it.

Several psychological processes contribute to the mere exposure effect. One such process is uncertainty reduction. Our natural inclination is to be cautious around new things, as they may pose a threat. However, when we repeatedly encounter the same thing and nothing bad happens, we begin to realize that there is nothing to fear, thus reducing our uncertainty and increasing our preference.

Another process at play is perceptual fluency. When we have seen something before, it becomes easier for us to understand and interpret it. Familiarity breeds comfort, and we tend to gravitate towards things that are already known and familiar to us. This ease of processing familiar stimuli contributes to our preference for them.

In conclusion, the role of curation in contemporary society has expanded beyond merely selecting and presenting objects. It has become a powerful tool for brands to create cultural value, differentiate themselves, and connect with consumers. Simultaneously, the mere exposure effect sheds light on the psychological processes that influence our preferences. Familiarity and repeated exposure can lead to increased liking, but there is a limit to this effect.

To leverage these insights, here are three actionable pieces of advice:

• 1. Embrace curation as a brand strategy: Instead of solely focusing on creating new products, consider curating existing ones to give them renewed meaning and purpose. This can help differentiate your brand and create a distinct narrative that resonates with consumers.

• 2. Understand your audience's preferences: Take the time to understand your target audience and their preferences. By identifying what they have been exposed to and what they already like, you can curate offerings that align with their tastes and increase the likelihood of preference.

• 3. Balance familiarity with novelty: While familiarity can be comforting and preferred, it is essential to strike a balance between familiarity and novelty. Continuously exposing consumers to the same thing can lead to diminishing returns. Therefore, consider introducing new elements periodically to maintain interest and prevent fatigue.

By combining the power of curation with an understanding of the mere exposure effect, brands can effectively connect with consumers, build equity, and ensure longevity in an ever-evolving cultural landscape. So, let creativity be nurtured through curation, and may the art of selection guide us towards what we truly desire.