The first look can be bought. The second has to be earned. It happens when the experience leaves an open loop: a detail to notice, a thought to finish, a system that rewards return.
This is why interaction should reveal character, not merely prove that animation software was installed. Every movement is a sentence in the brand voice.
Design for recognition first, discovery second and spectacle only when it serves both.
Visibility opens the door.
Dominance keeps the address.