I think you’ll agree: a red tulip in a vase filled with look-alike white ones really pops! That’s an example of what the Isolation Effect (aka the Von Restorff Effect) is all about — standing out.

What exactly is the Isolation Effect? It’s a psychological principle stating that when something stands out from its surroundings, it’s more likely to be noticed and remembered. Whether you employ a bold color, a unique design element, or an unexpected layout to achieve that, this effect is a
proven tool for making your marketing succeed.

2 WAYS TO ISOLATE …
AND ELEVATE RESPONSE

By applying the Isolation Effect, your prospects see your main message right off, and you have the best chance of reaching your goal — getting your audience to take action. Here are just two examples of how to use the Isolation Effect, taken from work I created in 2024.

• Isolate the offer: Highlight it by combining a pop of contrasting color with bold typography, as I did in this banner ad for a client’s website that was adapted for billboards, Facebook, Instagram, and TV. View the different versions here.

Results: Sales rose by 40% — the best in 15 years.

• Isolate a special benefit. Break the uniformity of copy by introducing an unexpected design element, such as a unique shape or icon. This coupon is heavy in text, but when you place the Guarantee in a marquee box, plus add color and white space to make it stand out even more, something happens: You get more people on the fence to say yes to your offer!

In a nutshell: You can get more winners in 2025 by strategically isolating key parts of your message — and the examples I show above are only two of the many ways you can do that.