Contrast Elevates Perception
We often think the quality of our work speaks for itself, but in reality, perception often plays an even bigger role.
The contrast effect shows how presenting options in a particular way can dramatically change how they're viewed — even more than the options themselves.
Here's why this matters for designers, developers, and product builders:
Brand Perception is Reality
At Craftwork, we work hard to provide a seamless, well-branded experience for getting your home painted — in an industry where the bar for customer service is pretty low.
Cynically speaking, the end result for our customers is essentially the same as what all of our competitors offer: a freshly painted home.
However, we have spent countless hours refining the experience our customers have. From the moment they get in touch with us to the final brush stroke, we've designed every touchpoint to be as thoughtful, modern, and smooth as possible.
Because we've built our service with customer journey in mind, our customers feel the difference when comparing our offering to other companies in their neighborhood. If you've ever tried to get a quote from a home services company, you know how frustrating the process can be.
We've worked hard to make it feel just like it should — easy, transparent, and professional.
The end result? Pure magic. Our customer reviews talk about how easy it is to work with us, how professional our team was, and how much they love the final product.
The contrast between our service and the usual experience is stark, and it's all because of the experience we've built.
Job-seekers need to stand out
The Contrast Effect is also an invaluable tool for people who are struggling to stand out in the job market.
I've seen developers with resumes boasting experience at top companies like Google or Facebook, yet they struggle to get hired.
So, what ultimately helps people with their job hunt?
Adding personality to their resume, to stand out from the rest of the stack — everything from thoughtful design elements to memorable facts about themselves to a mission-driven portfolio of personal projects.
You'd be shocked how many incredible resumes sound identical to one another. By adding a little contrast, these developers were able to stand out in a sea of sameness.
This contrast from the usual templates makes their applications pop, even though their qualifications were already impressive. It's a perfect example of how a little design can make all the difference.
Pricing and Product Design
Another powerful use of the contrast effect is something you see all the time for SaaS products: pricing tables.
This design effectively compares three pricing options - causing the middle one to be seen as a reasonable choice. This happens because it's strategically positioned between a high-end, feature-rich plan and a low-cost, bare-bones option.
Going a step further, Comparing monthly and yearly plans can enhance this effect. Highlighting clear savings on the yearly option encourages users to choose the plan you're aiming for. The psychology of pricing is an art in itself.
More on cognitive psychology
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For more on how subtle design choices can shape perception, check out my article on "Wabi-Sabi - Embracing Imperfection for Tech Teams", where I talk about the power of accepting imperfections in tech.
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"Why Liquid Death's Branding Is Murderously Effective" for a some thoughts on branding and design
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If you're interested in how design decisions affect interaction, my piece on "The Math Behind Why Cafes Should Have Round Tables" explores how physical design can change experiences.
Ultimately, the way something is presented often matters as much as the thing itself. Whether you're building a product, presenting yourself to employers, or structuring pricing for customers, contrast can turn a good experience into a great one.
What are you working on?
I'd love to hear about your projects and how you're using design to elevate your work. Hit reply and let me know what you're building! I read and reply to every response - and I can't wait to hear from you.
