5 tips on how to control the user’s attention on your site
Some details on your site are more important than others. There is nothing wrong with this – just a fact. The “Buy now” button is almost certainly more important than the entire “About us” page. Therefore, you should focus the user’s attention accordingly if you really want to make a sale.
These five tips will help you control your customers ‘ attention.
As a child, when I was distracted, my sister returned my attention by constantly saying ” Go back to school.” She could do this up to forty times a day. And I was coming back. But your users don’t configure themselves initially. They need to be involved.
A call to action – for example, a ” Buy ” button-should look cool.
The first and easiest way to attract attention is to use contrast. By “contrast” I mean that important design elements should stand out from the rest.
There are several types of contrast that are worth mentioning:
Most of these types are pretty clear, but let’s look at them.
Light things stand out against dark ones and Vice versa. Pretty simple, right? Well, relatively. If most of your site is pretty bright, then it makes sense to make your call to action big and dark (or at least a little darker than everything else).
However, there are many designs in which the contrast of dark and light is used as the basis. That is, if you create a dark button, you will not select it from the entire site. In this case, you should try other options.
It’s simple: the name speaks for itself. A splash of color, or even just a different color, can highlight information. In this example, the color is used to “cut through” the noise of the typography.
Make important buttons bigger than other buttons. Make your title bigger than other text. Contrast in size can not only highlight things, but also help create a hierarchy on the page.
Important text can be highlighted like this. But in our example, the style of the buttons decides everything. Look at these Ghost buttons: they are transparent and almost blend in with the background. But there are others – Sign up now-that cry out that they need to be clicked right here and now.
Read also: UI designer’s cheat Sheets: creating buttons
Whether we’re talking about photography, illustration, painting, or three-dimensional graphics, images are always eye-catching. You can easily redirect someone’s attention with a picture. The only real exception is pictures that are surrounded by other pictures.
You can use images as a focus object, or you can draw attention to other things, such as text or buttons placed on top of them.
Make the image direct users to the call-to-action button. This is what your Manager would call “synergy,” and it works even though it sounds very corporate.
If you think that people only like the image, let me tell you about the moving pictures. Even if you don’t want to watch, your eyes keep falling on the TV, no matter where you go.
Movement is directly related to the survival instinct. We used to keep an eye on everything that was moving around to be ready for an attack. Now we just need to know if Brian can ever regain his memory and marry Patricia or if she will forever be trapped by his evil twin Drake.
Use this reflex to your advantage. Don’t hesitate to use light animation on your site: it can be useful tooltips, buttons, or any text that you need to convey to the viewer. Look at this website of the Polish puppet theater.
Finally, use your user’s behavior patterns. We are used to looking for navigation at the top of the page, just below it a call to action, and more buttons at the very bottom of the page. Putting important information and functionality where people expect to find it is a very good strategy.
Don’t forget an important detail and keep in mind who you are developing the site for. English-speaking users will first look at the left side of the screen, since they write from left to right. In Arabic writing, this approach seems completely abnormal.
5. Place accents modestly
If you highlight everything in bold, important information will simply slip away from the reader. When there are a lot of photos on a page and it’s not a portfolio, users may just get confused. The same goes for iterating through animations. If everything is moving, how can users read a text longer than a sentence?
To really draw your user’s attention to one or two objects, you need to exclude or at least downplay those that can compete for attention. Compete with other sites, not with your own content.