The Colour Coded Effect

Understand Your Buyer > Selling Communication Basics > The Colour Coded Effect


What is it?

The Colour Coded Effect is all about using colour to segment information.


Why does it work?

It works because it makes the information more visually appealing thanks to the Von Restorff Effect. It also means the information is naturally in clusters which helps with cognitive load and overchoice.


How can you use it?

If you have a lot of information to convey, consider segmenting it into colour coded segments and then wherever that information appears, ensure it’s presented in the correct and corresponding colour.


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