4 Design Elements of Conversion-Centered Design
Do you want to know a way to pull the attention of your readers to one single business idea? Designing an engaging landing page, a single page that ushers your readers toward your main topic, isn’t always a walk in the park. However, if designers use the conversion-centered design (CDC), by using persuasive composition and certain triggers, it guides the reader to that one specific action.
By using these four design elements, encapsulation, contrast and color, directional cues, and white space, you can begin to design landing pages that actually catch on.
The picture to your left is a perfect example of what encapsulation stands for. When you look at this picture, right away most people will see the bright light at the end of the tunnel. They used encapsulation to seize control of their readers eyes to create a tunnel vision effect. This hinders the reader to look anywhere else, therefore they only focus on what you want them to focus on.
Use forceful, compelling images to focus on your points of interest. The ‘light at the end of the tunnel’ theme from the picture on the left, makes people want to look at the light, not at what’s around it. Thus the reader will only be paying attention to what is in the light, aka, your main topic.
2) Contrast and Color
The more you can make your topic or idea stand out from the rest of the page, the easier it will be to spot. If you are using a lot of white and black background and using black and white to surround you main idea, it won’t be seen; you would be better off using a color. However, if your design is very cut and dry, maybe a big white or black word would stand out.
Each color on the color spectrum, evokes an emotional response from the reader. Here are some examples:
Red: Danger, stop, hot
White: Pure, clean
Black: Death, serious
Yellow: Positive, caution
Pink: Warm, feminine
Green: go, organic, growth
When using the right color or the right amount of color, it allows the reader to focus on your main idea, rather than scanning over it.
3) Directional Cues
Directional Cues are visual signs that point the the main topic of your landing page. They help pilot the readers towards your focal area so that they know the purpose of your page as soon as they look at it. Some examples of directional cues are arrows, pathways, and the direct line of sight.
When using directional cues, arrows are the most direct and to the point option. Arrows allow you to visually direct the reader to your main point and ignore everything else. The picture to your left is great example because the sign is an arrow pointing to what they want you to see and the sign also has words on it which makes you stop and look at it.
Pathways represent real life trails that lead our brain into following them. This example shows a long path leading into the trees. Your eyes begin to focus on the trees because that is where the path ends. Because our brains are so used to roads, trails, and pathways, our eyes will naturally follow what’s at the end. Therefore, if you put your topic at the end of the path, the readers eyes will gravitate toward that first.
4) White Space
An area of emptiness surrounding an area of importance is called white space (also called blank space). We call it blank space because it doesn’t have to be the color white to work. The purpose of using white space, is to use simple positioning in order for your focal point to stand out from its surroundings.
The picture on your left is a perfect example of using white space to capture one point in the image. When you look at the image you are almost forced to look at the man in the picture because he is surrounded by so much white while he isn’t white so he stands out.
When using these four elements of conversion-centered design, you are able to pull the reader’s eye to one part of your page rather than them reading through it and not knowing your main point. Therefore, your main purpose of the design will be the first thing and maybe the only thing people look at.