Persuasive Design Pattern #1: Left/ Right Layout

Quick Note: Over last 12 years, I may have analyzed 10,000+ ads & landing pages as a designer-turned-marketer-turned-founder. Naturally, I started seeing repeating patterns marketers use in their communication.

In this series of Persuasive Design Patterns, I am building a library of visual patterns used by marketers to design high converting ads & landing pages and make it available for everyone.

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In this article we are going to explore Contrast Effect and how to use it in your ads and landing pages.

Contrast Effect is when two options with the same basic characteristics are shown besides each other, the difference between them is either magnified or diminished.

Although Contrast Effect was discovered as part of color theory, marketers intuitively understood it's power and have been using it since the beginning of marketing.

One of the most powerful design pattern that takes advantage of Contrast Effect is the Left/Right Layout.

The Left/Right Layout design pattern is used to show a contrast between 2 ideas. One on left and one on right.

Scroll👇 to see some real world examples.

Summarizing.. You can use Left/Right Layout to communicate,

1. Before & After
2. Them v/s Us
3. Expectation v/s Reality
4. Competitor Product v/s Your Product
5. Life Without Your Product v/s With Your Product

...and places where you need to magnify the contrast.

Releasing Next : Design Pattern #2 : Ingredients & Materials

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