The visual difference that makes an object distinguishable
Description
The contrast principle says that our judgments of things are often biased by similar things we have seen immediately before.
Example:
You see a very good-looking (10/10) person (person A) first.
Then a second person (person B) also very good-looking (8/10) approaches.
You are likely to find person B to be less attractive.
By contrast, you see an average-looking (6/10) person first and then person B (8/10).
Now you are likely to perceive B as more attractive.
Research:
The Contrast Principle was first studied in 2007. The research suggested that human perceptions are formed by using comparison techniques.
Application
Email Marketing Campaigns: Highlighting Before and After Scenarios
Digital marketers can use the contrast principle in email marketing campaigns by showcasing before and after scenarios that highlight the transformative impact of their product or service. For instance, a weight loss app can send emails featuring testimonials and images from users before they started using the app and after achieving their weight loss goals. The stark contrast between the "before" and "after" states effectively demonstrates the value and effectiveness of the app, making the prospect of signing up and using the app more appealing to potential customers. This method leverages the human tendency to assess value based on comparative improvement, making the benefits of the product or service more tangible and desirable.
Pricing Page Design: Structuring Tiered Pricing Plans
In the context of SaaS (Software as a Service) or subscription-based services, the contrast principle can be strategically applied to the design of pricing pages by structuring tiered pricing plans in a way that makes higher-tier plans appear more valuable. For example, a digital marketing tool might offer three subscription levels: Basic, Professional, and Premium. By pricing the Professional plan only slightly lower than the Premium plan but including significantly more features and benefits in the Premium plan, the higher-tier option appears much more attractive by comparison. This setup encourages customers to opt for the Premium plan, perceiving it as a better deal given the small price difference and substantial value contrast with the Professional plan.
