[[Book - Laws of UX - Using Psychology to Design Better Products and Service]] When multiple similar objects are present, the one that differs from the rest is most likely to be remembered. Key Takeaways - Make important information or key actions visually distinctive. - Use restraint when placing emphasis on visual elements to avoid them competing with one another and to ensure salient items don’t get mistakenly identified as ads. - Don’t exclude those with a color vision deficiency or low vision by relying exclusively on color to communicate contrast. - Carefully consider users with motion sensitivity when using motion to communicate contrast. ---- Origin - Hedwig von Restorff, 1933 - What is a difference is remembered (distinctiveness) - People are drawn to novel stimuli Psychology Concept ## Selective Attention, Banner Blindness, and Change Blindness - our RAM is limited, we need to block out lots of distractions to focus on the tasks at hand. Related to Attention. - Banner Blindness - ignore ads Examples - In Buttons design. - - In design, visual cues highlight certain information. Like in pricing plans. Notification badge - Visual contrast by hierarchy, negative space, Design, use in moderation. Don't overuse Intentional Think for people who have colour blindness, vision impairment