How to Highlight Primary CTAs Using Colour and Size
TL;DR:
- Use bolder colours and larger sizes to prioritize your main call to action
- Create visual contrast to make important CTAs stand out and increase engagement
- Keep secondary CTAs less prominent with softer outlines or muted colours
- Colour and size differences guide visitors toward your preferred action
- Test different combinations to find what works best for your audience
When your webpage has multiple calls to action, you need to guide visitors to the primary action you want them to take. The key is creating a visual hierarchy using contrast.
Making Your Primary CTA Stand Out
Colour choices matter. Pick a colour that pops against your background and other page elements. This should be brighter or more saturated than colours used for secondary buttons. Avoid colours that blend into your existing palette.
Size signals importance. A larger button naturally draws attention and suggests this is the action you want visitors to take. It catches the eye first and creates a clear focal point.
Shape can help too. Using bolder or different shapes further distinguishes your primary CTA from others on the page. Round buttons among square ones, or vice versa, can work well.
Handling Secondary CTAs
Secondary actions should stay visible but not compete with your primary CTA. Use lighter colours, simpler shapes, or smaller sizes to tone them down. Outlined buttons work well for secondary actions because they're clearly clickable but less dominant.
The goal is creating a clear hierarchy where visitors know exactly what you want them to do first.
Testing Your Design Choices
Different audiences respond to different visual cues. What works brilliantly for one website might fall flat for another. Test various combinations of size, colour, and shape to see which performs best with your specific visitors.
Track conversion rates for each variation and let the data guide your decisions rather than personal preferences.
Keeping Everything Cohesive
Your CTA design should fit naturally with your website's overall style and branding. This maintains consistency while still creating the contrast you need.
Consider the CTA's placement and surrounding elements. A well-designed button can still fail if it's positioned poorly or clashes with nearby content.
FAQs
How do you ensure your primary CTA stands out?
Use distinctly brighter or bolder colours compared to other page elements, and opt for a larger, more noticeable size. Make sure there's enough contrast with the background.
Can the shape of a CTA button affect user interaction?
Yes, different shapes can catch attention more quickly. Using an unconventional shape for your primary CTA might increase its prominence, but keep it recognizable as a clickable element.
What's the best way to design secondary CTAs?
Keep secondary CTAs subtler by using outlined styles or softer colours. They should be clearly clickable but not compete with your primary CTA for attention.
Jargon Buster
CTA (Call to Action): A button or link that prompts users to take action, such as 'Sign Up', 'Buy Now', or 'Learn More'.
Conversion: When a user completes a desired action, such as a purchase or sign-up, typically influenced by the CTA design and placement.
Visual Hierarchy: The arrangement of elements to show their order of importance, guiding the user's eye through the page.
Wrap-up
Using colour and size effectively to differentiate your CTAs can significantly improve user experience and boost conversion rates. Highlight your main CTA with vibrant colours and larger sizing while keeping secondary buttons more subdued. This creates a clear path for users to follow on your site. Keep experimenting with different designs and always align them with your overall brand look for the best results.
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