Calls to Action

Clear and unique calls to action are useful tools for generating interest and guiding your users down a chosen path. Your calls to action may be a button, text link or even a full- page spread. Be descriptive and concise by only giving what your users need in order to make a decision. Tell users what action they are taking so that they know what to expect. If you have multiple calls to action, prioritize them in order of importance. Make the most important larger. Help users to focus on one thing at a time. Feel free to use text, images, buttons or all three.

Action is the foundational key to all success.

~ Pablo Picasso

Many businesses have captured the essence of a call to action. Spotify's approach is simple, clear and effective. I immediately know what they want me to do and where I should go if this is my first visit. Spotify uses design to simplify the page and give the user one specific task. The bright green download button stands out and embraces their brand and identity.

Spotify's call-to-action example

Pinterest provides alternative sign-ins to give the user options and empower them to make decisions.

Pinterest's call-to-action example

It's important to guide users through a story. Help them identify which step to be on and provide them with scaffolding to support decision-making. Begin with a simple step and climb to the climax. Guide them through a great experience that will excite them to come back for more.

Learn more about scaffolding, from a design perspective, by reading this University of Colorado Boulder Thesis Project.