No. #20

Contrast Effect
- Comparison Alters Perception

The contrast effect occurs when the value of a proposition is changed by comparing it to a recently observed contrasting proposition. This can impact user decisions in a product's favor or disfavor, depending on the alternatives presented alongside.

Read more on Wikipedia

Product example

An online store may display a premium product next to standard options to make its higher price seem more justified by the additional features.

Empathy tips


Strategic Product Placement

Place products or options strategically to highlight the value proposition of premium offerings.


Varied Comparisons

Provide comparisons that showcase a range of options to help users make informed decisions.



Tailor comparisons to the user's browsing history or preferences to increase relevance.


A/B Testing

Utilize A/B testing to find the most effective presentation strategies.

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