Understand Your Buyer > How To Get Attention > The Icon Effect
What is it?
Whilst using words and language to communicate is important, seizing attention is made easier by the use of graphics and icons. The Icon Effect looks at the use of well known and understood icons – the type you would find on your computer, phone or across the internet – things like padlocks and chat bubbles.
Why does it work?
It works because we already understand certain signs, symbols and icons that are used in everyday life. If you are able to use these in your messaging, you can help to shortcut our understanding of what you offer.
How can you use it?
If appropriate to your offering, you can include common icons in your sales messaging to help seize the attention and understanding of your potential buyers. Using icons in conjunction with sales messaging text can dramatically improve your chances of being noticed and engaging a potential buyer.
Example:
A password manager app uses this visual structure on its landing page:
🔒 Secure – Military-grade encryption protects your data
💬 Support – Live chat available 24/7
📱 Access Anywhere – Use on phone, tablet, or desktop
✅ Simple Setup – Get started in under 2 minutes
Why it works:
The icons grab attention before the text is even read. They act as quick mental cues – most people already associate a padlock with security, a speech bubble with chat, a checkmark with ease, and a phone with mobility. It reduces friction and increases clarity.
