Images, videos, and words with distinctive signatures are encoded with remarkable reliability. Cognitive research shows that people can remember thousands of images with over 90% accuracy, provided those images do not collide with similar representations. Memorability depends on how content relates to everyday context—what feels common versus what stands apart. While expertise can shift these baselines, memorability is largely predictable across populations. By designing content that is distinct along key perceptual and semantic dimensions, we can reliably create logos, slogans, stories, music, and visuals that stand the test of time.