Contrast Principle

Want to learn about the Contrast Principle? This is the Page for you. Jump around using our Table of Contents

Example #1
Example #2
How to apply to your business


Book Definition: The way in which our perceptions are formed by using comparison techniques

Our Take-away: People’s attention will immediately focus on the thing that stands out

Contrast Principle Example #1:

Contrast Principle example #1

You can get people interested in either car depending on how it’s framed…

Selling the left: Sell it as a fixer upper while also showing what the full potential could be. This helps the buyer understand where they could take the car, that its possible to actually fix the car, and to see the ending sell price.

Selling the right: Sell it as a story. Use the older car to show the history of what this car has been through, all the hardships and all the hard work that went into making it to what it is now.

Selling Both: Use them just as they are, but can only sell to museums or car collectors.

Contrast Principle Example #2:

Contrast Principle example #2

This may be simple to see, yet many modern business owners will make the design of their website/business cards hard to see.

Having properly contrasted text will help your customers easily see/understand what your selling. This mostly applies to websites, buildboards, menus, etc

How to Apply the Contrast Principle to your business:

With the examples above you might be getting some ideas already, but here are some of ours:

• Selective – Having only 1-3 things you want customers to focus on and making those stand out vs the reaming products via color, price, description, images
• Special room, Special box, Special lighting – Take everyone through the normal items, then have the desired product hidden away will give the impression that this item is Important..

Now these are just a few ideas to get the ball rolling. Comment below some ideas we may have forgotten


You’ve seen a few examples along with some definitions and ways to apply this to your business. Have you learned anything? If so leave a reply below to let us know!

Just don’t take this overboard, sometime function is better than design..


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