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Prices in red attract men


Bullet point Dapper logo


Bullet point Dapper logo

May 5, 2022

It seems like our preference for the color red is hard-wired in our brain. Football teams who play in red are more likely to win, partially because the referees are biased towards them. Our preference for the color red is also true in pricing. Research found that when retail prices are shown in red, men perceive them as 66% cheaper then when they are displayed in black.

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