How to apply the peak-end rule to content design
The human mind is a fickle thing. It doesn’t work like a balance sheet, totalling up all the good and bad. No, when it comes to experiences, it remembers the peak moment—the strongest emotional response—and however it ended.
You can easily imagine how this applies to customer service. Imagine two people (let’s call them Tom and Harry) are trying to buy tickets for Glastonbury. (Festival fans who’ve battled Ticketmaster will empathise.)
Harry logs on at 6pm, as instructed. Immediately, the website crashes. He frantically refreshes. A miracle happens: he goes straight through to checkout. The tickets are in his grasp. He enters his details and hits pay. Uh oh. 400 bad request. He hits Ctrl+F5 for another thirty minutes. He checks Twitter and sees tickets are almost sold out. Well, shit. Panic sets in. He refreshes over and over. Finally, he gets back through to checkout. He hits pay and grits his teeth. Done. He’s going to Glastonbury.
Now picture Tom. He logs on. He’s 70,625th in the queue. Not exactly a morale boost. But slowly, surely, the number trickles down. 70,301. 64,008. 61, 320. A few times, he gets kicked to the back of the queue, but overall, he creeps his way to the front. 11,789. 4,068. 300. It takes 40 minutes, but he finally reaches checkout. 0. Boom. The tickets are his. He receives an email confirmation straight away.
Imagine these experiences over time, considering the highs and lows of their journey. Who would say they had the best or worst?
Who had the better experience?
Even though Harry and Tom both ended up with tickets, their experiences will feel vastly different. Harry’s emotional peaks—the crashes, the anxiety, and the eventual relief—created a chaotic memory. Tom’s experience, while not perfect, had fewer dramatic swings. For Harry, the emotional 'peak' was stressful, and even the ending, though successful, was tainted by frustration. Tom’s ending, on the other hand, was smooth and satisfying. That’s the peak-end rule in action.
Why the peak-end rule matters in content design
Now, have you ever watched a film and had the plot instantly evaporate from your mind? You’ll tell a friend it was good, but hope they don’t ask for any details. You might even forget you watched it in a year or so. This is probably due to a failure to create a strong emotional peak or ending—there’s no defining moment that sticks, so you’re left with a vague impression and an even weaker recommendation.
The same principle applies to content design. Whether you’re crafting a blog post, video, or social media campaign, your audience won’t remember every detail. They’ll remember the moments that made them feel something and how the experience wrapped up. Here’s how to apply the peak-end rule to ensure your content is as impactful as possible (and leaves a positive impression of your brand).
1. Create a powerful emotional peak
The peak is the moment your audience will talk about, so make it count.
Tell a great story: People connect to emotions more than facts. A relatable anecdote, a surprising twist, or a moment of humour can elevate your content.
Use sensory elements: For videos, combine visuals, music, and pacing to create an emotional punch. In written content, choose evocative language that brings the scene to life.
Focus on your “aha” moment: Whether it’s a jaw-dropping fact or an insight that shifts perspectives, this is the point where your audience should think, “Wow, that’s brilliant!”
2. End with impact
A strong ending is your opportunity to cement your message and leave a lasting impression.
Summarise with clarity: Recap the main takeaway so your audience walks away knowing exactly what they’ve learned or why it matters.
Add a call to action: Encourage your audience to act, reflect, or share. For example, end your blog with a question that invites discussion or your video with a challenge to try something new.
Deliver an emotional close: Think of TED Talks—they end with a resonant statement or a thought-provoking idea. Your content should do the same.
3. Keep the middle engaging
While the peak-end rule emphasises the highlights, the middle still matters. Don’t let your audience lose interest before they reach the best parts.
Break up the content: Use subheadings, bullet points, or visuals to maintain attention in written content. For videos, vary the pacing and include moments of contrast.
Plant small hooks: Add mini peaks throughout the middle to keep your audience intrigued, whether it’s a cliffhanger, a bold claim, or a bit of humour.
4. Test and refine
Your audience’s perception of peaks and endings might not align with your intentions. Share your content with a small group and ask:
What stood out the most?
How did you feel at the end?
What do you remember most vividly?
Use their feedback to fine-tune your peaks and endings, ensuring they leave the impression you’re aiming for.
Real-world examples of the peak-end rule in content
Here’s a quick look at how the peak-end rule can transform a simple news bite about reforestation news:
Without peak-end rule:
The reforestation project in Brazil is making progress. Over ten million trees have been planted over the past year, contributing to biodiversity and carbon reduction. Experts say the project will expand into other regions soon, targetting 39 million hectares in the Amazon.
With peak-end rule:
Brazil’s reforestation project has achieved an extraordinary milestone: over 10 million trees planted in just one year. Among them are rare araucaria trees—a species whose survival hung by a thread. This isn’t just a win for the environment; it’s a story of resilience and recovery. But the journey doesn’t end here. The next phase targets the Amazon rainforest, aiming to restore 39 million hectares of degraded land. In the face of the climate catrosphe, this isn’t just progress; it’s hope in action.
All right, I might have gone a bit hammy here, but hopefully, you get the picture. The first version delivers facts but fails to evoke an emotional response or provide a memorable conclusion. The second version uses a clear peak (the milestone with araucaria trees) and ends with an inspiring vision of the future, leaving a stronger impression on the reader.
Final thoughts
Incorporating the peak-end rule into your content strategy ensures your audience remembers not just that they engaged with your work, but why it mattered to them. When you focus on creating strong emotional peaks and impactful endings, your content doesn’t just inform—it resonates. (See, I’m taking my own advice in this conclusion.)
So, the next time you sit down to write or hit record, ask yourself: What’s my peak, and how will it end? Those answers will make your content unforgettable.