Von Restorff Effect (The Isolation Effect)
The Von Restorff effect, also known as the “isolation effect” states that when presented with a group of similar objects, the one that differs from the rest is most likely to be remembered.
According to this theory, different doesn’t necessarily mean better but rather just more memorable than others.
A lot of companies across the board use this effect to their advantage both in terms of brand cosmetics and product design.
Squarespace Does It
A simple example would be the pricing page of Squarespace. In this page, they are clearly pushing one of their plans more than others with the darker shade, the “Most Popular” sign and its position right below the “Get Started” button.
A possible intention for this push could be that Squarespace wants you to remember that plan whenever you are exploring or weighing similar services. And it is no accident that the same plan has the maximum savings of 30%.
For someone not familiar with persuasion design techniques, these tools might not seem obvious but they are a familiar sight in UX design circles.
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The Name “Apple”
Modern day internet companies are not the only ones who use these tactics, they have been part of nature and business for a long time.
Apple as a brand stood out because it didn't have the cold, complicated imagery created by other computer companies at the time – with names such as IBM, Digital Equipment and Cincom.
Apple is relatable because you are immediately driven to an image of a fruit which is familiar to the prospective customer yet unique in the industry it operates in.
However, had the other computer companies also had fruit names at the time, Apple would not have had this advantage.
The Von Restorff Effect plays an important role in other aspects of our professional life like networking where you need more than a fancy suit to make a lasting impression. People come up with all sorts of things to stand out ranging from odd looking business cards, wearing a unique cologne to outright faking an accent.
And what’s worse? Most of us do it without even realising it.
Countering the Von Restorff Effect
To avoid being lead on by the Von Restorff Effect, you can practice the following:
Deliberately delay impulsive decisions & wait for it to cool off
Discuss your options with someone else with no aesthetic context
Do the math behind a deal before making up your mind
Using the Effect to Your Advantage
While it feels bad to have the Von Restorff Effect being used on you, it can also be used by you as an asset to gain an edge in your business or personal life.
Here are a few tips:
The idea is to nudge the user/audience not push them, so keep it subtle. Soft selling is the key.
Use colors to your advantage by studying the different triggers caused by different colors (Colors & Emotions). For example, warm colors often evoke feelings of optimism, energy and happiness hence you can use those for buttons or slides.
Use the poly method where you stand out because you are associated with 2 or more things rather than just one. For example, a bear at a circus riding a bicycle will be forgotten in a day, but a bear that rides a bicycle while smoking a cigar & balancing a ball on its nose at the same time will be remembered for a lot longer.
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So that is it about the Von Restorff Effect.
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