 the purple cow effect and it's your job to make your photography a purple cow. Purple cow-ness is another way of just saying being remarkable, creating something that is so different that people talk about it. What we kind of need to do is to make the idea as simple to understand as is possible so people can be hooked on it in an instant and then to give them substance so they stay looking at your image so your image starts to become even more remarkable. Stand out amongst the crowd, hold people's attention but then you deliver on something to give them something to hold on to, to give them something to get their teeth into and this is what makes your images remarkable.