The human brain first perceives the colors on a page. The first factor to consider regarding designing call to actions is, choose a color which is pleasant and noticeable but also without spoiling the page design and messing with the page’s color scheme. In our ‘Hear what tale the colors tell’ blog we have explained how each color affects the design and have mentioned that colors like green, orange have more potential for Call To Action buttons.
The size of the Call to Action button is again an important factor that cannot be overlooked. Even if the color is correct, if the size does not stand out, it will be ignored considering a part of static background design. Also, by size we do not mean the CTA button must be big. A button that is over-sized also goes ignored as an assumption of desperate marketing and lack of attention to the informative text on the page may also get missed. The size of your call to action button must be proportionate to other elements of the design, also, overcrowding or fading out into the design due to the size must also be examined.
Position is important but muddling with the aesthetics of design is erroneous designing. The orthodox idea of placing the CTA (Call to action) button above the fold or below the fold is non persistent nowadays as visitors have become used to the scroll. However, bear in mind, while positioning the CTA button it shouldn’t seem to be stuffed in the design, make it look natural and a part of the design. It is wise to place the CTA button after providing ample information about the page, although it depends on personal choices and is noted to obtain differing results for different websites…
The font is as important as the size and color of the call to action button. A clean font, matching the font on the background page is recommended. Handwritten and cursive fonts are best to be avoided for CTA buttons as they are hard to decipher at a glance. Choose a clean and tidy font to compliment the copy and the design.
Unclutter the page if you want to make your button stand out. Do not create too many distractions for the visitor to be confused. White space around the button will make the button visible and easier to find for the visitor, though if the design demands, a color which contrasts the background must be chosen for the CTA button, for example: Blue and orange.
Many designers are ignorant about the need for a good CTA button copy but the actuality is, without a good copy the design will not make its impression. The copy directs the visitor to take an action, hence it is prudent for the copy to be informative as well as instigating.
However, there is no hard and fast rule that guarantees the performance of call to action buttons. Yet following these 6 basics will ensure that your call to action button serves its purpose well.