But different doesn't necessarily mean better. Being different is more memorable, but you need to be **positively remembered** for standing out from the crowd.
The Von Restorff effect (named afer psychiatrist Hedwig von Restorff (1906–1962)), also called the isolation effect, predicts that an item that “stands out like a sore thumb” is more likely to be remembered than other items. This is a bias in favour of remembering the unusual.
6 Cognitive Biases you should know about Blog post (ribot, 2013)
Über die Wirkung von Bereichsbildungen im Spurenfeld (von Restorff, 1933)