perceptual contrast and how to use in web design
Post on 26-Jun-2015
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Another very powerful Psychology technique with visual examples that beggar belief!
View full video at www.webpayload.com
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Episode 17: Secrets of Psychology 3: Perceptual Contrast
View full video at www.webpayload.com
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Astounding image!
Yes these cars are all the same size! Measure them!
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Perceptual Contrast
✓ In web design we want our products and services to look and feel as important as they possibly can be.
✓ Compared to other items, we want maximum impact, price and service
✓ Tying in with Rejection then Retreat (see other video) it makes this technique even more powerful
✓ Rejection then retreat is linked to reciprocity (see other video) In that we give the buyer a second less expensive option, knowing that they will feel like we have conceded and given them something. They then return that favour by buying ( in a lot of cases) the second offer.
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Contrast
✓ In going from low to high, we get this technique to work against us
✓ We want to talk about large values then a smaller value, making the second price seem a lot smaller in contrast.
View full video at www.webpayload.com
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Car at £17,000Assessories just £2000 more
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In web design?
✓ Very similar advice to the rejection then retreat technique. Show your highest priced products first.
✓ This will make the buyer feel like they are getting a great deal and product in contrast the more expensive other items.
✓ Everything that you mention price and value wise will have a affect how relatively they see other items on the site.
✓ Subtly mentioning that items like these normally sell for many times your price can help sales and conversion.
✓ Never lie about price but perceptual contrast can help your business.
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In web design?
Show highest price first
Or make apparent there are higher priced items
View full video at www.webpayload.com
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In web design?
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In web design?
Show discount
£97 £67 £37
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