The isolation effect suggests that among similar items, we tend to notice the most unusual one first (based on the difference in color, shape, size, content, etc.).
This natural tendency helped ancient people avoid danger. For example, flattened grass or a strange bush branch could signal the presence of a predator or other threat. Logically, it was necessary to stay cautious! So, on some automatic level, we pay more attention to the differences between similar items.
And in modern times, it’s IMPORTANT to consider this perception feature during onboarding creation:
- Ensure there are no accidental differences between similar items
- Learn to subtly highlight the things you want the user to notice
Let’s look at some examples.