In one to one communication with a person, when one wants to put less emphasis on a certain item, it is advisable to make mention of it less.

In print media, when you need to put less emphasis on a certain block of text or you want to make it less prominent, for whatever reason, you can use different ways e.g. use a smaller font.

Similarly, in the world of User Interface and User Experience, sometimes it is required to make an operation less evident, for different reasons like:

When such a case occurs and HTML element you are using for the operation is a button like:

try using a hyper-link instead for de-emphasizing. Same example:

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