Attract
Tactile CTA
Effort: Low
What to notice
The button sinks the instant it is pressed and springs back on release, showing both that it can be pressed and that it was.
How to build it
- On press, within 0.1 seconds, drop the shadow and shrink the button slightly.
- Restore the size on release and change the label, for example to "Sending," while processing.
- With reduced motion, change only color and label.
Measure
- Main metric
- CTA click-through rate
- Guardrail
- Duplicate submissions
When it backfires
Animating disabled buttons makes them look pressable. Keep disabled buttons still.
Theory behind it
Game feel
When motion, sound, and light answer an input instantly and pleasantly, touching becomes fun in itself.
Practitioner framework
Response-time limits
Under 0.1 seconds feels instant, under 1 second keeps the flow of thought, and over 10 seconds loses attention.
Well supported
Fitts’s law
The farther and smaller a target is, the longer it takes to hit.
Well supported
Playable demos
Try the same mechanism in a playable demo.