What design variables impact performance (e.g., layout, colors, fonts)?

Different design variables impact performance through different mechanisms:

Layout affects how recipients scan and process information. Single columns focus attention. Multi-columns enable comparison. F-pattern and Z-pattern layouts guide the eye.

Colors influence attention, emotion, and action. Button colors affect click rates. Background colors affect readability. Brand colors affect recognition.

Button design directly impacts clicks. Size, color, placement, and contrast all contribute. Buttons that look clickable get clicked more.

Images affect engagement and load time. Product shots versus lifestyle imagery. Human faces versus objects. Image-heavy versus text-focused designs.

Typography affects readability and brand perception. Font size, line spacing, and contrast all matter.

Whitespace affects comprehension and click-through. Crowded designs overwhelm. Sparse designs focus attention.

Design impacts behavior through perception. Test to understand how your audience sees, not just what they read.