I installed Google Desktop on my computer the other day. During any software installation, you always see several screens of instructions, legal mumbo-jumbo, or the like. Usually I just breeze through those as fast as I can.
However, with this installation, Google forced me to take a second look:
They successfully broke up the mundane with their bright red statement:
Please read this carefully. It’s not the usual yada yada.
This simple yet powerful mechanism worked for me. I actually read the paragraph I would have otherwise skipped.
Customers will bring past experience and behaviors to your product or service. If they see a familiar pattern in your product, they may revert to past behavior and go on autopilot. You’ll need to be aware of these patterns in your industry and keep your customer on the right track. This can be done with distinct design elements or even clever copywriting like Google’s example.
Are your products or services prone to customers going on autopilot? Can that lead them into trouble? Take a look at your offerings and find how you can help your customers see what they may otherwise overlook or intentionally skip.