Users are more likely to remember an option that stands out from the rest.
The Von Restorff Effect, also known as the “isolation effect,” refers to the phenomenon where items that stand out or are distinctive in some way are more likely to be remembered than those that blend in. It’s based on the principle that the human brain tends to remember unique or unusual information more easily than common or repetitive information.
Background
The effect is named after Hedwig von Restorff, a German psychiatrist and pediatrician, who first identified this phenomenon in the 1930s. In her experiments, she found that when participants were presented with a list of items, the ones that were distinct or different from the others were more likely to be recalled.
Von Restorff Effect Design Example
Imagine you’re designing a pricing table for your website. The table has three tiers: Basic, Pro and Premium. While the Basic and Pro tiers are displayed with a standard grey background, the Premium tier is highlighted with a different coloured background and a label that says “Most Popular.” As users scan the table, the Premium tier immediately grabs their attention due to its distinctive presentation. Later, when thinking back to the pricing options, users are more likely to recall the “Most Popular” Premium tier because it stood out prominently from the other options.
Design takeaways
For designers, the Von Restorff Effect offers valuable insights:
- Highlight Key Offerings: If there’s a specific package or deal you want users to consider or remember, make it stand out. This could be through colour, badges, or unique typography.
- Use Sparingly: Overusing this effect can dilute its impact. If every option stands out, then none truly do. Choose the most important elements to emphasise.
- Balance with Aesthetics: While it’s essential to make items stand out, it’s equally important to ensure that the overall design remains aesthetically pleasing and coherent.
- Test and Iterate: What stands out to one person might not to another. Regularly test your designs to see what grabs attention and what doesn’t.
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