From: AppleSubject Line: Introducing the new iPod touch.
Date: Wednesday, September 8, 2010
When we're dealing with the confined inbox space, little things make a big difference. Because of this, I talk about call-to-action "paradigms" with my designers all the time. How do we treat our primary, secondary and tertiary calls-to-action differently in order to create visual cues that communicate level of importance?
Apple does a good job of that here. There is ONE BUTTON, which makes the primary CTA quite clear. Secondary CTAs are blue and underlined. Tertiary links in the recovery module at the bottom of the message are larger, black and underlined. And navigation items are smaller, grey and underlined.
Consider whether you are being consistent in your call-to-action visual treatments. Little things make a big difference in both user experience and in program performance.
