The number seven is important in many cultures, industries, and processes. So, let’s take a look at the traditional, scientific, and behavioural implications of the number seven, and how this influences the optimal way for businesses to communicate.
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Traditional And Cultural Connotations Of The Number Seven
The number seven is known in various cultures around the world to be advantageous.
For this reason, it is widely considered to be one of the best numbers to play on roulette and one of the most popular choices for both novices and seasoned roulette players, despite the fact that these games are purely down to random chance.
This is because the number seven is traditionally considered to have good luck due to its links to religious, cultural, and astrological beliefs.
In Christianity, for example, God made the world in seven days, and the natural order of this world has seven wonders, seven days in a week, and seven notes in a musical scale.
In Chinese culture, seven represents relationships, togetherness, and satisfaction, as well as the combination of the five elements with Yin and Yang. Elsewhere in numerology, the number seven is mysterious and spiritual, often associated with creativity and intuition.
Business Implications Of Number Seven
In addition to these traditional and cultural connotations, the number seven also has scientific implications. Psychologists dubbed it the “magical number seven” in the 1950s, as research found the average human brain can recall seven items in sequence.
By 2009, physicists were able to model brain activity to explain why this is the typical memory capacity of the brain due to pathways made in the way we process information.
With this in mind, the number seven should be considered in various areas of business, from presentations to training, sales pitches, meetings with stakeholders, communications, and even internal discussions.
For this reason, you’ll often find blogs and advice columns that provide ‘seven tips on how to improve this’, or ‘seven things to consider when making a decision’.
By keeping the information to seven key points, this ensures that readers are able to not only digest the information, but also accurately remember and recall the information provided.
Rule Of Seven In Marketing
Whilst in many areas of business, the rule of seven pertains to the number of discussion points or areas highlighted in written or spoken communications, marketing’s rule of seven is entirely distinct.
In the 1930s, research in the film industry found that consumers had to see a film’s poster seven times before they would actually go and see the movie.
As media has expanded, this has become wider guidance which suggests that prospects must see marketing materials seven times before making a purchase.
That said, it shouldn’t become repetitive – one study found that after viewing an ad six times, participants had a 92% recall, but 48% also found the ad annoying, and 68% blamed the brand for this.
With this in mind, whilst the rule of seven is still relevant for building brand awareness, in the over-saturated world of advertising, it is important to spread out the repetitions wherever possible.
Final Thoughts
With the historical, cultural, scientific, and behavioural connotations in mind, it is clear that the number seven is significant. To ensure that internal and external communications are primed for memorability and conversion alike, brands could follow the two rules of seven – or the seven-by-seven rule if you will.
And, who knows, with the number’s supposed mystical nature, it might even bring good luck too.
Disclaimer: The above references an opinion of the author and is for information purposes only. Never gamble for more than you can afford to lose. Gambling can lead to a serious addiction. Gamble responsibly.
IMAGE: UNSPLASH
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