Color & Contrast
Von Restorff effect
When similar items are shown together, the one that differs gets noticed and remembered.
See it
Don't
- All three plans look identical
- No recommended default to anchor the decision
Do
Basic
$9
ChooseMOST POPULAR
Pro$29
ChooseTeam
$79
ChooseWhy it matters
The item that differs is the one remembered. Highlighting a recommended plan gives visitors a default and speeds up decisions.
How to apply it
- Highlight the recommended plan or the primary CTA
- Make it differ in color, size or with a badge
- Reserve your accent color for things that matter
Common mistakes
- Highlighting so many things that none stand out
- Relying only on color to make it different
Quick answers
What is Von Restorff effect?
When similar items are shown together, the one that differs gets noticed and remembered. The item that differs is the one remembered. Highlighting a recommended plan gives visitors a default and speeds up decisions.
How do I apply Von Restorff effect in UI design?
Highlight the recommended plan or the primary CTA. Make it differ in color, size or with a badge. Reserve your accent color for things that matter.
What are common mistakes with Von Restorff effect?
Highlighting so many things that none stand out. Relying only on color to make it different.