Display Red Prices to Men
Men make decisions quickly, and they assume that red prices indicate savings.
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.