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

1

Strategic Product Placement

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

2

Varied Comparisons

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

3

Personalization

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

4

A/B Testing

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

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Anna Lundqvist
UX & AI ethics expert driving better products and smarter teams.
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Eddy Salzmann
Design lead crafting seamless products and mentoring design teams.
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Ola Möller
Facilitator helping organisations see the big picture and take action.