Von Restorff Effect
The item that looks different is the item people notice and remember.
What it is
When one element differs from its neighbours in colour, size, shape or motion, it is noticed first and recalled best. The effect is relative: it only works if everything else is the same, which is why a page with five highlighted buttons has none.
The research
In lists of similar items, a single distinctive item was recalled far more reliably than the rest, regardless of its position.
Von Restorff, 1933
How to use it
One accent colour, one job
Reserve the brand accent for the primary call to action and nothing else on the page.
Highlight the recommended tier
A darker card or a border around one pricing plan draws the eye without a word of copy.
Break the grid on purpose
In a feed of uniform cards, a single wide or coloured card earns disproportionate attention. Use it for the thing that matters.
Related
Sources that shaped this entry: growth.design.