{"id":18352,"date":"2019-04-29T16:43:51","date_gmt":"2019-04-29T14:43:51","guid":{"rendered":"https:\/\/www.convertize.com\/fr\/?page_id=18352"},"modified":"2019-07-29T11:25:15","modified_gmt":"2019-07-29T09:25:15","slug":"effet-von-restorff","status":"publish","type":"page","link":"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/","title":{"rendered":"Effet Von Restorff"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture : <\/span> <span class=\"rt-time\">3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><section class=\"glossary-definition-text container\"><div class=\"col-xs-12\">\n<h2>Qu&rsquo;est-ce que l&rsquo;Effet Von Restorff ?<\/h2>\n<p>L&rsquo;effet <a href=\"https:\/\/link.springer.com\/referenceworkentry\/10.1007%2F978-1-4419-0463-8_315\">Von Restorff<\/a><span>\u00a0<\/span>d\u00e9montre que, au sein d\u2019une liste d\u2019\u00e9l\u00e9ments similaires, nous nous souvenons davantage des \u00e9l\u00e9ments inhabituels, qui ressortent vis-\u00e0-vis des autres. Il\u00a0s\u2019applique \u00e0 toute sorte d\u2019\u00e9l\u00e9ments\u00a0: des mots, mais aussi des produits, des messages de communication, des formes, une action inattendue au sein d\u2019une s\u00e9rie d\u2019\u00e9v\u00e8nements, etc.<\/p>\n<p>Cet effet s\u2019explique par le contraste provoqu\u00e9 entre cet \u00e9l\u00e9ment et les autres lorsque notre cerveau y porte attention, ce qui fait que l\u2019\u00e9l\u00e9ment diff\u00e9rent va davantage nous interpeller au moment pr\u00e9sent, et donc rester dans notre esprit dans le futur.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2019\/07\/Effet-Von-Restorff.png\" alt=\"effet von restorff\" width=\"800\" height=\"480\" class=\"wp-image-19963 aligncenter\" \/><\/p>\n<h2>Exemples<\/h2>\n<p>Le monde du marketing et de la publicit\u00e9 se sert souvent de l\u2019effet Von Restorff pour capter l\u2019attention du public. Cette strat\u00e9gie est particuli\u00e8rement utile \u00e0 l\u2019heure de la multiplication des plateformes de communication. Une publicit\u00e9 sera ainsi plus efficace si elle se d\u00e9marque des autres, que ce soit par le ton employ\u00e9, les visuels utilis\u00e9s, l\u2019originalit\u00e9 du message ou d\u2019autres m\u00e9thodes de distinction.<\/p>\n<h2>L&rsquo;Effet Von Restorff en Marketing<\/h2>\n<p>Certaines des plus c\u00e9l\u00e8bres marques de e-commerce telles que AirBNB, Skype, GoPro, Google ou encore Emirates exploitent beaucoup l\u2019effet Von Restorff<span>\u00a0<\/span><a href=\"https:\/\/tactics.convertize.com\/principles\/von-restorff-effect?scenario_referrer=www.google.com%2f&amp;track_id=2343413&amp;utm_source=twitter&amp;utm_medium=tweet&amp;utm_campaign=what+is+nudge+marketing&amp;_ga=2.126938309.934882282.1550508559-2016115153.1550508559&amp;scenario_referrer=www.google.com%2F&amp;utm_campaign=What+is+Nudge+Marketing&amp;track_id=2343413&amp;utm_source=Twitter&amp;utm_medium=Tweet\" rel=\"nofollow noopener\" target=\"_blank\">gr\u00e2ce \u00e0 des techniques simples et efficaces<\/a>.<\/p>\n<ul>\n<li><strong>Miser sur les contrastes de couleurs et les diff\u00e9rences de taille pour les boutons Call-to-Action<\/strong><span>\u00a0<\/span>Le bouton Call-to-Action sera plus visible si vous choisissez <a href=\"https:\/\/www.convertize.com\/fr\/bouton-ajouter-au-panier\/\">une couleur et une taille de bouton<\/a> qui contrastent avec le reste de votre page. Vos visiteurs seront ainsi plus enclins \u00e0 cliquer sur ce bouton.<\/li>\n<li><strong>D\u00e9tourner l\u2019attention de certaines images en les rendant plus floues ou plus p\u00e2les<\/strong><span>\u00a0<\/span>Vos visiteurs seront imm\u00e9diatement attir\u00e9s par les \u00e9l\u00e9ments qui diff\u00e8rent du reste de votre page, c\u2019est-\u00e0-dire par les \u00e9l\u00e9ments les plus nets.<\/li>\n<li><strong>Placer la formule par d\u00e9faut au centre de la page en la faisant ressortir<\/strong><span>\u00a0<\/span>Cette formule se d\u00e9marquera vraiment des autres options si elle est plac\u00e9e au milieu et mise en avant gr\u00e2ce \u00e0 un effet de surbrillance ou \u00e0 un bouton Call-to-Action d\u2019une couleur diff\u00e9rente. Ainsi, l\u2019attention de vos visiteurs se portera davantage sur cette option.<\/li>\n<li><strong>Modifier les boutons Call-to-Action au fil de la navigation du visiteur<\/strong><span>\u00a0<\/span>En fonction de la page sur laquelle se trouve votre Call-to-Action, vous pouvez essayer de changer la couleur de ce bouton \u00e0 intervalles r\u00e9guliers ou selon la position de vos visiteurs sur cette page. Le regard du visiteur se focalisera plus sur le bouton ce qui am\u00e9liorera votre taux de conversion.<\/li>\n<li><strong>Afficher les liens d\u00e9j\u00e0 utilis\u00e9s dans une autre couleur<\/strong><span> <\/span>Changer la couleur des liens d\u00e9j\u00e0 utilis\u00e9s les diff\u00e9renciera des autres liens ce qui permettra aux visiteurs de se souvenir de ce qu\u2019ils ont d\u00e9j\u00e0 fait sur votre site. Cela leur \u00e9vitera ainsi de perdre du temps ou de r\u00e9p\u00e9ter des actions inutiles.<\/li>\n<li><strong>Retarder l\u2019apparition du Call-to-Action en utilisant un bouton dynamique<\/strong><span>\u00a0<\/span>Il vaut mieux donner au client le temps de se familiariser avec le contenu de votre page avant de faire appara\u00eetre le bouton Call-to-Action au moment o\u00f9 il devra choisir d\u2019acheter ou non votre produit ou service. Votre bouton attirera son attention ce qui l\u2019encouragera \u00e0 cliquer, augmentant ainsi votre taux de conversions.<\/li>\n<\/ul>\n<h2>Effet Von Restorff<\/h2>\n<p>Jouer sur les contrastes est un moyen simple et efficace d\u2019encourager vos visiteurs \u00e0 passer \u00e0 l\u2019achat. Ainsi, en apportant quelques petits changements \u00e0 votre strat\u00e9gie de marketing en ligne, vous pouvez augmenter vos <a href=\"https:\/\/www.convertize.com\/fr\/taux-conversion-e-commerce\/\">taux de conversion<\/a> de mani\u00e8re significative.<\/p>\n<\/div><\/section>\n<div class=\"social-btn\"><a class=\"col-1 sbtn s-twitter\" onclick=\"popupwindow('https:\/\/twitter.com\/intent\/tweet?text=Effet%20Von%20Restorff&amp;url=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fglossaire%2Feffet-von-restorff%2F&amp;via=convertize','Twitter Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Twitter<\/span><\/a><a class=\"col-1 sbtn s-facebook\" onclick=\"popupwindow('https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fglossaire%2Feffet-von-restorff%2F','Facebook Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Facebook<\/span><\/a><a class=\"col-1 sbtn s-linkedin\" onclick=\"popupwindow('https:\/\/www.linkedin.com\/shareArticle?mini=true&url=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fglossaire%2Feffet-von-restorff%2F&amp;title=Effet%20Von%20Restorff&amp;description=L'effet%20Von%20Restorff%20est%20un%20biais%20cognitif%20qui%20d\u00e9crit%20la%20tendance%20qu'ont%20les%20individus%20\u00e0%20mieux%20se%20souvenir%20de%20ce%20qui%20sort%20de%20l'ordinaire.','Linkedin Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Linkedin<\/span><\/a><\/div>","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture : <\/span> <span class=\"rt-time\">3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Share on TwitterShare on FacebookShare on Linkedin<\/p>\n","protected":false},"author":45,"featured_media":0,"parent":18263,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-glossary.php","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[],"tags":[],"class_list":{"0":"post-18352","1":"page","2":"type-page","3":"status-publish","5":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Effet Von Restorff - Convertize - Glossaire de Neuromarketing<\/title>\n<meta name=\"description\" content=\"L&#039;effet Von Restorff est un biais cognitif qui d\u00e9crit la tendance qu&#039;ont les individus \u00e0 mieux se souvenir de ce qui sort de l&#039;ordinaire.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Effet Von Restorff - Convertize - Glossaire de Neuromarketing\" \/>\n<meta property=\"og:description\" content=\"L&#039;effet Von Restorff est un biais cognitif qui d\u00e9crit la tendance qu&#039;ont les individus \u00e0 mieux se souvenir de ce qui sort de l&#039;ordinaire.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/\" \/>\n<meta property=\"og:site_name\" content=\"Convertize\" \/>\n<meta property=\"article:modified_time\" content=\"2019-07-29T09:25:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2019\/07\/Effet-Von-Restorff.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/\",\"url\":\"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/\",\"name\":\"Effet Von Restorff - Convertize - Glossaire de Neuromarketing\",\"isPartOf\":{\"@id\":\"https:\/\/www.convertize.com\/fr\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2019\/07\/Effet-Von-Restorff.png\",\"datePublished\":\"2019-04-29T14:43:51+00:00\",\"dateModified\":\"2019-07-29T09:25:15+00:00\",\"description\":\"L'effet Von Restorff est un biais cognitif qui d\u00e9crit la tendance qu'ont les individus \u00e0 mieux se souvenir de ce qui sort de l'ordinaire.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/#primaryimage\",\"url\":\"https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2019\/07\/Effet-Von-Restorff.png\",\"contentUrl\":\"https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2019\/07\/Effet-Von-Restorff.png\",\"width\":2000,\"height\":1200,\"caption\":\"effet von restorff\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Glossaire de Neuromarketing\",\"item\":\"https:\/\/www.convertize.com\/fr\/glossaire\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Effet Von Restorff\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.convertize.com\/fr\/#website\",\"url\":\"https:\/\/www.convertize.com\/fr\/\",\"name\":\"Convertize\",\"description\":\"May 2026\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.convertize.com\/fr\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Effet Von Restorff - Convertize - Glossaire de Neuromarketing","description":"L'effet Von Restorff est un biais cognitif qui d\u00e9crit la tendance qu'ont les individus \u00e0 mieux se souvenir de ce qui sort de l'ordinaire.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/","og_locale":"fr_FR","og_type":"article","og_title":"Effet Von Restorff - Convertize - Glossaire de Neuromarketing","og_description":"L'effet Von Restorff est un biais cognitif qui d\u00e9crit la tendance qu'ont les individus \u00e0 mieux se souvenir de ce qui sort de l'ordinaire.","og_url":"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/","og_site_name":"Convertize","article_modified_time":"2019-07-29T09:25:15+00:00","og_image":[{"width":2000,"height":1200,"url":"https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2019\/07\/Effet-Von-Restorff.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Dur\u00e9e de lecture estim\u00e9e":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/","url":"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/","name":"Effet Von Restorff - Convertize - Glossaire de Neuromarketing","isPartOf":{"@id":"https:\/\/www.convertize.com\/fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/#primaryimage"},"image":{"@id":"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/#primaryimage"},"thumbnailUrl":"https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2019\/07\/Effet-Von-Restorff.png","datePublished":"2019-04-29T14:43:51+00:00","dateModified":"2019-07-29T09:25:15+00:00","description":"L'effet Von Restorff est un biais cognitif qui d\u00e9crit la tendance qu'ont les individus \u00e0 mieux se souvenir de ce qui sort de l'ordinaire.","breadcrumb":{"@id":"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/#primaryimage","url":"https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2019\/07\/Effet-Von-Restorff.png","contentUrl":"https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2019\/07\/Effet-Von-Restorff.png","width":2000,"height":1200,"caption":"effet von restorff"},{"@type":"BreadcrumbList","@id":"https:\/\/www.convertize.com\/fr\/glossaire\/effet-von-restorff\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Glossaire de Neuromarketing","item":"https:\/\/www.convertize.com\/fr\/glossaire\/"},{"@type":"ListItem","position":2,"name":"Effet Von Restorff"}]},{"@type":"WebSite","@id":"https:\/\/www.convertize.com\/fr\/#website","url":"https:\/\/www.convertize.com\/fr\/","name":"Convertize","description":"May 2026","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.convertize.com\/fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"}]}},"_links":{"self":[{"href":"https:\/\/www.convertize.com\/fr\/wp-json\/wp\/v2\/pages\/18352"}],"collection":[{"href":"https:\/\/www.convertize.com\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.convertize.com\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.convertize.com\/fr\/wp-json\/wp\/v2\/users\/45"}],"replies":[{"embeddable":true,"href":"https:\/\/www.convertize.com\/fr\/wp-json\/wp\/v2\/comments?post=18352"}],"version-history":[{"count":0,"href":"https:\/\/www.convertize.com\/fr\/wp-json\/wp\/v2\/pages\/18352\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/www.convertize.com\/fr\/wp-json\/wp\/v2\/pages\/18263"}],"wp:attachment":[{"href":"https:\/\/www.convertize.com\/fr\/wp-json\/wp\/v2\/media?parent=18352"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.convertize.com\/fr\/wp-json\/wp\/v2\/categories?post=18352"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.convertize.com\/fr\/wp-json\/wp\/v2\/tags?post=18352"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}