MESH Interactive Agency Blog

#231: Use the ‘Contrast Effect’ to Showcase a Bargain

“If you want to make the price of the product you want to sell appear to be very small or reasonable, position a similar, but more expensive, product next to it.”


If you’re thinking about having a sale, you can increase your audience’s perception of value by listing a similar product in your email for more money—that’s called the Contrast Effect. Williams-Sonoma did it for an underperforming bread maker and saw sales double in no time. When you design your emails, you can spur the same kind of effect by offering similar products at different prices.

Bill Schick

As Founder and Chief Digital Officer, Bill brings insatiable curiosity, classic style, a love of loud guitars, and deep affection for his Maine Coon to our team.