What Is the Von Restorff Effect?

What is the Von Restorff Effect?

The Von Restorff Effect, also known as the isolation effect, is a psychological principle stating that when multiple similar items are presented, the one that differs from the rest is more likely to be remembered.

Named after German psychiatrist Hedwig von Restorff, the theory was proven in 1933 through experiments in memory and recall. When one item in a group is noticeably different—by color, size, shape, or context—it becomes more memorable and attention-grabbing.

Why the Von Restorff Effect matters in design

In today’s crowded digital spaces, grabbing user attention is harder than ever. The Von Restorff Effect gives designers a science-backed way to make important elements stand out, whether it's a button, message, or product feature.

Used correctly, it helps:

• Improve conversions

• Boost content recall

• Highlight key actions or ideas

• Reduce user confusion by creating visual priority

Real-world examples of the Von Restorff Effect

1. Primary CTA buttons: Ever noticed one bright green button on a page full of gray ones? That’s deliberate. It draws the user’s eye to the action the site wants them to take.

2. Notification badges: A red badge on a muted app icon instantly stands out. Even when the rest of the interface is calm, this pop of contrast demands attention.

3. Pricing pages: You’ve probably seen one pricing tier highlighted with a different background color, a badge like “Most Popular,” or a larger size. That’s the Von Restorff Effect nudging your focus toward a specific choice.

4. Portfolio or slide design: One surprising image, animation, or bold headline can make your work more memorable in a sea of predictable layouts.

How to use the Von Restorff Effect in UX/UI

1. Highlight only what matters most

Don’t overuse this technique. If everything is designed to stand out, then nothing does. Use contrast to emphasize one or two key elements per screen.

2. Use visual contrast wisely

Think beyond just color. You can make something stand out by changing:

• Size

• Shape

• Position

• Animation

• Typography

• Texture or material (in 3D or skeuomorphic designs)

3. Guide user focus

Use the effect to direct attention toward:

• Primary buttons or CTAs

• Onboarding tips or new features

• Errors or urgent messages

• Promotions or upgrades

4. Pair with a good hierarchy

The Von Restorff Effect works best when it supports a strong visual hierarchy. Make sure everything else is clean, consistent, and not competing for attention.

When to be careful

Using the Von Restorff Effect too often leads to chaos. If every button is big, bold, and bright, nothing stands out. Always ask: What’s the single most important thing on this screen? Then highlight that.

In summary

What is the Von Restorff Effect? It’s the idea that things which look different are easier to notice and remember. By applying this effect strategically in your design, you can make key content stand out, boost conversions, and deliver experiences that stick in users’ minds.