A/B Testing Idea #306 - Visually distinguish between important functions using colour, size and space

Tactic_Visually distinguish between important functions using colour, size and space


To avoid grave slip-ups, make sure that important functions are highlighted by separating them and using a different colour. This will ensure that the user's attention is drawn to it and they won't click on it accidentally. This will improve user experience, avoid errors and frustration, and allow customers to clearly navigate through your site.

Inspired by Nick Kolenda 


  • Von Restorff Effect (Von Restorff, 1933; Gardner, 1983; Taylor & Fiske, 1978)
  • Processing Efficacy (Jacoby & Dallas, 1981)

The Research

Von Restorff Effect

An effect named after the psychiatrist who first studied it (Hedwig von Restorff), whereby individuals take note of and remember unusual or unique items more rapidly than other more uniform items.

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

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