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- Familiar icons convey a lot of meaning quickly and attract the eye toward the things they were looking to find. Unfamiliar icons are confusing and clutter the screen. “Play” buttons, check marks, ‘X’ icons, and others are extremely iconic. Animal silhouettes and complex icons representing new technology or amorphous concepts like “the cloud” are not.Visual Website Optimizer uses icons overzealously in our opinion while Pardot shows a bit more restraint to greater effect.