Define your visual patterns first
As I mentioned before, you can’t convince someone to take the action just by your design. It’s your copy that does all the heavy lifting, but you can help to emphasize the message and point some visitors right into your CTA through design.
And this brings us to the main point of this whole episode, which is how to effectively break your visual patterns to get a visitor’s attention.
Your website’s visual identity is defined by typography, colors, layout and all the user interface elements. Together, all of these elements create certain repeatable visual patterns.
Try to make navigating and browsing your website predictable. You want to create a consistent and positive user experience in reading your content. That should be your base and foundation.
Now, consistency is the main point here. The more consistent your visual patterns are, the easier it’ll be to break it in a more subtle and elegant way.
And why would you want to break your beautiful design? To lead your visitor’s eye right into your offer on a busy page full of content.
In other words, to get your visitor’s attention where you need it.
To explain better, imagine you’re invited to a party where everyone is dressed in whatever they want. So, you have all different colors and styles. It would be pretty hard to stand out from the crowd if you wanted someone to pay attention to you. It’s still possible, but you would need to take some ridiculous steps to do so.
Now, imagine that you’re going to a party where everyone is dressed in black and white. What could you do to stand out from the crowd? It would be as easy as wearing a red t-shirt. People would notice you and you wouldn’t have to run around and scream.
As you can see in this analogy, it all makes sense only when there is a certain consistent theme applied as a base. Without it, when everything is different, nothing can clearly stand out.