The Isolation Effect

A.K.A The Von Restorff effect

We’ve all been in a supermarket buying bread, cookies, juice, soft drink, an elephant , chips etc. Wait a minute!! What’s an elephant doing at a supermarket. Got your attention though didn’t I. This is exactly what todays method does.

The Von Restorff effect, also know as the “isolation effect” uses the concept of showing similar elements together and within them somewhere placing an odd element. According to this theory the odd element shall appear more attractive and more likely be remembered better by the viewer. This principle is used by designers to highlight a certain part of their design. A good example of this will be the purchase button on any website or app. They are always in a different color, typography or even shapes. Even other information such as achievements, values and milestones of an organization are shown using the same principle. This principle can be especially helpful when you’re trying to design home pages for websites. So whenever you get the chance apply this principle to your designs to drive your audience to the information they need to know.

That’s all for this week. See you in the next one

"It takes nothing to join the crowd. It takes everything to stand alone.”