Hidden clues that something may be new
Look around and you'll start to see "new" everywhere. Look closer, and you'll notice it even more.
Since I’ve been working on a book about the onslaught of new things, I’ve started to see the word “new” everywhere I go.
It’s on grocery store shelves, subway advertisements, and billboards. It’s all over the internet—social media, search, email, apps, music, TV, film. It was very prominent at a recent Apple product keynote presentation.
“New” is abundant.
This isn’t an earth-shattering discovery. New is a common word used in marketing copy. It’s the most obvious way to draw people to the latest product. And the word “new” is a blunt instrument for getting things done—open a new tab or compose a new message. To create the post you’re reading right now, I simply had to navigate my cursor to the “New post” button and, as advertised, up popped a new draft.
But as I’ve spotted new in physical and digital spaces alike, I’ve noticed something else. Sometimes new is there, but not in plain sight. Instead, it’s hidden within words and designs.
Here are some of the marketing and design tactics that I came across.
Time
Time is one way that businesses express newness without using the word. Time and newness are interconnected. With every second that passes, a new one arrives. We break our lives into time segments of newness: new birthdays, new school years, new seasons. Retailers use these time elements, especially the newness of seasons, to hint that they’re showing you something for the first time.
Exploration
The very definition of exploration is to travel to an unfamiliar place. So words that evoke a sense of exploration aim to make you feel like you’re going somewhere you’ve never been—somewhere new.
Condition
Something may be familiar, but as soon as you renew or refresh it, it becomes new again. When you see the prefix “re,” it creates a sense of newness. Redecorate, reshape, restore.
Status
If something is popular, there’s a good chance it’s new. Much of the time, when something is trending, it’s because it’s new and buzzy. Everyone is talking about that new documentary on Netflix or that viral new TikTok video.
Design
Newness can transcend words. Commonplace design methods in apps and on websites are meant to nudge you to uncover new information. Here are just a few examples of newness in design.
The badge: For when a new email, text message, social media like, or other new piece of information awaits your attention in an app.
Plus: For when you want to create new content to share with the world.
Pull to refresh: For when you want to fill your screen with a slate of new content.
Swipe: For when you want to discover the next new video. And the next one, and the next one.
As you go about your day, look for subtle “new” messages like these.
Interesting things
Would You Clone Your Dog?, by Alexandra Horowitz, The New Yorker 📄
Why Your Airport Burger Costs That Much, by Lora Kelley, The Atlantic 📄
Abandoned Places, TED Radio Hour 🎧
That wraps things up. Thanks for reading and see you next Sunday.
Eric