The Magic Of Being Different

A look into the Von Restorff Effect and UX Design

User Experience Design is closely related to Psychology in the study of human behavior. Many of the famous and widely studied psychological phenomena can be applied to UX practices - for better or for worse.

One such phenomenon occurs when observing an outlier amidst a group of similar data. The reason you likely noticed the red tomato in the image above lies in the Von Restorff (Isolation) Effect, which predicts that in a group of similar objects, the one that differs from the rest is most likely to be remembered.

German psychiatrist Hedwig von Restorff discovered this phenomenon in her 1933 study when participants better recalled distinctive, isolated items from a list of categorically similar items. In the digital age of the 21st century, we see this effect nearly every day.

Using the Von Restorff Effect for good

Take a look at the following homepage for Quanta, an investment firm in the UK. If we were to examine their website, one could argue that gray and white are their main brand colors given how much screen real estate (no pun intended) the colors occupy.

However, we all know that's not the case, and this knowing is thanks to the Von Restorff effect. In a screen mostly taken up by grays and whites, we immediately see, and remember, the orange color shown in their logo graphic.

All it took was one color and unique shape to stand out from the rest, and we now recognize this brand. Utilizing the Isolation Effect is a simple yet powerful technique for companies to create a memorable image in the minds of customers.

Below is an example of a common subscription pricing design pattern, where one plan is highlighted amidst the rest. The reason you notice the recommended pricing plan first is because it's isolated from the other plans by use of color and labeling. This is a helpful technique for companies to nudge potential customers a certain direction.

When the Von Restorff Effect backfires

Though the above technique can be used for good when a particular subscription really is recommended for the consumer, we also must be vigilant in how companies exploit this phenomenon and not assume an item is right for us just because it's labeled as the "best value."

When presented with a list of pricing options, it's important to show why one item is called out from the rest.

In mobile analytics platform Mixpanel's pricing chart, they highlight the business plan as the best value. But as the ones purchasing a plan, we're now faced with uncertainty before making a purchase decision.

Best value for whom?

Is it still the best value if I'm a Startup?

Am I getting the "worst value" if I don't pick the business plan?

At a minimum, we're now primed to think that if we don't choose the business plan, we're somehow making a mistake because it's not the "best value." If we're not careful, we might overlook important details that will lead us to buy the wrong package.

This design would be better if Mixpanel stated why it was the best value and in what scenarios. After all, isn't it implied that each plan is the best value for its respective tier?

Sometimes companies have the right intentions, but due to shortsightedness, a lack of testing, or just indifference, they come to find unexpected outcomes. For example, take a look at this product listing on Amazon. Notice how the intention was to differentiate best seller items by accompanying the product with an orange badge.

On pages where nearly all the products are labeled best sellers, the Von Restorff principle backfires. Ironically, the isolated item in this view is the non best seller - certainly not Amazon's intention.

As consumers, we ought to be vigilant to how companies exploit this psychological principle to nudge our behavior in a particular direction. Oftentimes they'll decide what's best for them, and highlight that item without taking into account what's best for you, the one about to fork over your hard-earned money. Don't just assume because an item stands out that it is better for you.