Surprise Definition An attention-driven design technique that uses interruption and wonderment to create delight and drive action. Surprise on a landing page might come in the form of uncommon language or unique design elements. “Surprise is like crack for the brain. People are designed to crave the unexpected.” — Read Montague, Neuroscientist Tweet This Resources Surprise Is Still the Most Powerful Marketing Tool Seven Ways to Awe Your Audience With the Element of Surprise