Display Red Prices to Men

Men make decisions quickly, and they assume that red prices indicate savings.

Nick Kolenda
Updated on
Price tag with price in red font being shown to man

Men prefer prices in red fonts (Van Droogenbroeck, Van Hove, & Cordemans, 2018).

Men seem to process the ads less in-depth and use price color as a visual heuristic to judge perceived savings (Puccinelli et al., 2013, p. 121).

Caveat: All prices need to be red. Changing the color of one price could backfire (Ye, Bhatt, Jeong, & Zhang, 2020).

  • Puccinelli, N. M., Chandrashekaran, R., Grewal, D., & Suri, R. (2013). Are men seduced by red? The effect of red versus black prices on price perceptions. Journal of Retailing, 89(2), 115-125.
  • Van Droogenbroeck, E., Van Hove, L., & Cordemans, S. (2018). Do red prices also work online?: An extension of Puccinelli et al.(2013). Color Research & Application, 43(1), 110- 113.
  • Ye, H., Bhatt, S., Jeong, H., Zhang, J., & Suri, R. (2020). Red price? Red flag! Eye-tracking reveals how one red price can hurt a retailer. Psychology & Marketing, 37(7), 928-941.