In web or mobile user interface design or app design we, designers have to design flow of actions or interactions that our users have to follow, if they want to hit their target. Designers have to design that flows to guide their users to push towards the final goals of website or mobile app along with the goals of users.
If this amalgamates of the goals of both taking place in user-friendly manner and smoothly with best user experiences, success is definite result, at the end. No doubt, user interfaces have bunch of actions and sometimes are happening simultaneously. If the goals of designers to take their users towards the goals of users as well as interface quickly, they have to call their users to act on highly important and only essential actions anyhow. This phenomenon terms as call-to-action and the visual markers that taking parts in it are term as call-to-action (CTA) elements.
CTA buttons are very famous UI elements that trigger emotions to take desired actions and covert visitors or shoppers to consumers or customers at the next step or using series of steps on the path or user journey. The most common type of call-to-action buttons are “add-to-cart” buttons on e-commerce interfaces, “Sign-in”, “Sign-up”, “Download” and “Trial” buttons are on general sites, and “more” on content driven sites. “Add to Bag” and “Buy Now“are variations of ‘add-to-cart’ buttons accompanied with bag or cart icons.
In this series, I would like to depict how a visual designer takes maximum benefits of CTA buttons in design by considering various designing aspects so let’s begin discussions on how a designer can achieve it. There are five important visual aspects of CTA button design, which are worth to mention here: color, shape, size, placement, and message of the CTA elements or say buttons.
Color of CTA
We have taken in depth knowledge about the colors and their roles in visual design in previous or say earlier parts of this series so our concepts regarding colors in designing is clear at good extent. We know colors trigger stimuli in the minds of onlookers and evoke some emotions or feelings. For visual designers, colors are strong tools to create desired moods to guide your users or visitors through encouraging or discouraging certain feelings to push in intended direction.
If visual designers make right choices in color selections or making right combinations of colors, they easily hit their targets and deliver legendary outcomes cheaply in all aspects. However, the perception of a color is subjective & culture based, target audience research in this regard is quite useful step taken prior to jumping into visual designing or prototyping or wireframe making process.
It is true that colors alone are not effective to make excellent design, but their combinations with contrast psychology and other visual primary elements like shape, size, background, and placements are vital. For instance, if you want to balance the size of your buttons use less prominent colors for larger buttons whilst use brighter colors for smaller buttons and let them to contrast against background as well as among the rest of visual elements.
Thus, it is in the hands of designers to popup or stands out buttons and makes it the most primary CTA elements or just subside them and places them as secondary or helping CTA elements through using colors along with the combination of aforementioned visual elements.
Before looking at the other aspects of CTA designing, I would like to say the excellent visual designing team is the perfect remedy your high expectations for excellent user interfaces for you and your business.