Learn rules so you can learn how to break them.
Sometimes you can use another category to make your own statement.
Everybody knows the stain removal ads. The ones where you see a “before and after” picture of a stain on a shirt. Look at this and keep track of your logic.
Note how the dominant image sets up your expectations. Then how your semi-confused visual search leads you to the Reynolds logo and accompanying permanent marker image. It’s a surprise punchline.
If you know the rules, you can know how to break them.
Every pattern is susceptible to surprise.
Don’t be afraid to flip it.
h/t Richard Shotton. I love this lesson. I love the idea of studying patterns so you can turn them on people in novel ways.