# Not thinking clearly? Check your contrast bias

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Ever felt like you're comparing apples 🍎 to oranges 🍊? It's more than just an idiom; it's a window into how we perceive differences.

The contrast effect is when we judge something to be expensive, beautiful, or large if we have something cheap, ugly, or small in front of us.

This psychological quirk is contrast bias. It’s why sales tags often have the original price crossed out next to the discounted rate—it instantly feels like a steal.

The way we perceive things is heavily influenced by what we compare them to. Think of Apple's iconic “I’m a Mac” vs. “I’m a PC” ads. By contrasting the two, Apple effectively positioned Mac as the superior, cooler, more user-friendly choice.

When we see two things side by side, our brains naturally highlight the differences. It’s a clever marketing strategy to use but also an important bias to keep in check.

🌈 Contrast bias makes us notice the odd one out. The power of juxtaposition can skew our perception.&#x20;

If you're getting sidetracked by things that just "stand out" ✨, or if you're giving too much weight to the most noticeable option, then you're under the influence of this bias.

To steer clear of this bias:

1. **Expand your viewpoint.** Don't base decisions solely on immediate contrasts.
2. **Question the comparison.** Why are these specific items or ideas being contrasted? What’s not being shown?
3. **Seek the bigger picture.** Go beyond the immediate and consider broader implications.

Next time a deal looks too tempting, or a comparison seems too stark, take a step back.&#x20;

Ask: Is this contrast bias at work?

Elevate your decision making 💡

Dive deeper with my series: which mental model when? <https://buff.ly/45pWvaZ>



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