Beautiful Doesn’t Equal Attention

We can all appreciate a beautiful website or newsletter or social feed. Colours, fonts, everything matches. Brand expression can be a wonderful thing.

Last year, I was working with a new client who raised a concern that the colour I had used for the call-to-action link in her newsletter clashed with the rest of her newsletter design. Even though I had used a colour that was part of her logo, she felt that section was too stand-out-ish.

That’s what a call-to-action is supposed to be! It needs to draw the reader’s eye. It needs to be a bit jarring and eye-catching. And eye-catching doesn’t mean beautiful. You don’t want your reader’s eye to slide on by.

It turns out that my client felt distracted by the link colour… her eye was drawn to it. Exactly what a call-to-action should do.