The user experience or user experience (UX) is everything that happens to a person when they interact with a product or service.

In the digital world, this product is typically a website, application or software.

It is not only about the appearance of a product (the user interface), but also about how it works and feels.

Think of it this way:

• Theuser interface (UI) is the steering wheel, seats and dashboard of a car. It is the part you see and touch.

• TheUX (User Experience) is the whole act of driving the car: how smooth the ride is, how easy it is to park, how the controls feel and whether you arrive at your destination happy or frustrated.

A good UX is:

• Useful: It solves a real problem for the user.

• Usable: It is easy to use and navigate.

• Desirable: Creates a positive emotional connection.

• Findable: Users can easily find what they need.

• Accessible: Can be used by people with disabilities.

• Credible: Seems reliable and trustworthy.

The ‘Laws of UX’ are a collection of rules, best practices and principles that designers can use to create products that are more intuitive, user-friendly and centred on the human experience.

They are largely based on well-researched psychological principles and are useful for anyone in both digital and physical environments.

Below you will find a comprehensive overview of the most important and most cited laws, categorised for clarity.

Basic Laws (Jakob Nielsen et al.)

These are some of the oldest and most fundamental principles of UX.

1. Jakob’s Law

   • What it is: Users spend most of their time on other websites. Therefore, they prefer your site to function in the same way as all the other sites they are already familiar with.

   • Implications: Don’t reinvent the wheel. Use familiar patterns and conventions (e.g. the shopping cart icon, positioning of the search bar). This reduces the cognitive load and learning curve of the user.

2. Fitts’ Law

   • What it is: The acquisition time of a target is a function of the distance and size of the target.

   • Implications: Make interactive elements (such as buttons) large enough and place them in easy-to-reach areas. This is crucial for touch interfaces. This also explains why fixed navigation menus and “Fitts’ law-compatible” angles (where the mouse is stopped by the edge of the screen) are effective.

3. Hick’s Law

   • What: The time required to make a decision increases with the number and complexity of choices.

   • Implications: Simplify choices for the user. Break down complex tasks into smaller steps. Use progressive disclosure to avoid overloading users with too many options at once. This is crucial for forms and navigation menus.

4. Miller’s Law

   • What: An average person can only store 7 (± 2) items in their working memory.

   • Implications: Break down information into smaller groups of 5-9 items to make it easier to process. This is why telephone numbers are divided into groups and navigation menus are often grouped into categories.

5. Postel’s Law (principle of robustness)

   • What it is: Be conservative in sending, liberal in accepting.

   • Implications: Designs should be flexible and lenient. For example, a form field should accept telephone numbers in different formats, or an application should handle user errors gracefully.

Laws of perception (Gestalt principles)

These principles describe how human beings visually perceive and group elements.

6. Prägnanz’s Law (Good Figure, Law of Simplicity)

   • What: People perceive and interpret ambiguous or complex images in the simplest possible form.

   • Implications: Users will naturally look for order and simplicity in complex shapes. Use clear and simple icons and avoid unnecessary visual complexity.

7. Law of Proximity

   • What it is: Neighbouring objects appear grouped together.

   • Implications: Places related objects close together. It is fundamental for form design (label close to its input) and for tab layout.

8. Law of similarity

   • What: Objects that resemble each other are perceived as related or having the same function.

   • Implications: Use consistent styling for elements that perform the same action (e.g. all primary buttons should look the same).

9. Law of Closure

   • What: People perceive whole shapes even when they are incomplete.

   • Implications: You can use partial elements (such as a broken circle icon) and the user’s brain will fill in the blanks. This can be used for minimalist and eye-catching design.

10. Law of the common region

    • What: Elements that are within the same closed area are perceived as grouped.

    • Implications: Use borders or background colours to group related content, such as tabs or panels in a dashboard.

Motivational and behavioural laws

These principles concern user involvement, motivation and emotions.

11. Tesler’s Law (Law of Conservation of Complexity)

    • What it is: Every system has an intrinsic amount of complexity that cannot be reduced. The designer’s task is to manage this complexity, not to eliminate it.

    • Implications: Simplify the user interface by moving complexity behind the scenes. Lets the system do more work so that the user has to do less (e.g. auto-fill modules, intelligent defaults).

12. Von Restorff effect (isolation effect)

    • What it is: When several similar objects are present, the one that differs from the others is more likely to be remembered.

    • Implication: Make key actions (such as the ‘Sign Up’ or ‘Buy Now’ button) stand out visually from the other elements on the page.

13. Aesthetic-User Effect

    • What: Users often perceive aesthetically pleasing designs as more usable.

    • Implications: A beautiful design can make users more tolerant of minor usability problems and can create a more positive first impression.

14. Final peak rule

    • What: People judge an experience by how they felt at its peak (most intense point) and at its end, rather than the total average of each moment.

    • Implications: Pay particular attention to the most impactful moments (a good animation) and the final stage of the user journey (a satisfying confirmation message).

15. Doherty Threshold

    • What: Productivity increases when a computer and its users interact at a pace (<400ms) that ensures neither has to wait for the other.
      Implication: Provide feedback to the system (such as loading indicators) within 400ms to keep users engaged and informed.

How to use these laws

• As a guide, not as gospel: these are principles, not unbreakable rules. Context is everything. Sometimes breaking a law is the right design decision.

• As justification: They provide a scientific and psychological basis for your design decisions, helping you to support better UX in discussions with stakeholders.

• As a checklist: Use them as a mental checklist during the design and critique process. “Am I violating Hick’s law by presenting too many options?”

Why is UX crucial for digital marketing?

Digital marketing is about attracting and converting customers. UX is about what happens after you attract them.

If your UX is poor, your marketing efforts are wasted. They are two sides of the same coin.

Here are some reasons why UX is non-negotiable for marketing success:

1. It has a direct impact on conversion rates (CRO or conversion rate optimisation)

This is the most direct link. Every obstacle a user encounters is an opportunity to abandon it.

• A confusing payment process = abandoned shopping carts.

• A page that loads slowly = users hitting the back button.

• A hard-to-find contact form = lost leads.
  Good UX simplifies the user journey from potential customer to customer, eliminating friction and dramatically increasing the chances of conversion.

2. Reduces the cost of customer acquisition (CAC)

Acquiring a new customer through ads or SEO is expensive. Good UX ensures that a higher percentage of these expensive visitors actually convert. You don’t have to spend more to get more leads, you just have to retain more leads that you are already paying to attract.

3. Improve SEO (search engine optimisation)

Google’s main goal is to provide the best possible results to its users (or answers via AI Overviews). How does it measure the validity of a website? Also through so-called UX signals.

• Core Web Vitals: Metrics such as loading speed, interactivity and visual stability are direct ranking factors.

• Dwell time/Bounce rate: If users click on your link from Google and leave immediately (high bounce rate), it means that your page was not useful. Good UX keeps them engaged and this indicates to Google that your site is valuable.

• Mobile-friendliness: With mobile-first indexing, a site that offers a bad experience on a phone will be ranked lower.

4. Builds trust and brand loyalty

A positive and seamless experience makes users feel respected and appreciated. This creates trust in your brand.

• A user who can easily find information and make a purchase is more likely to return and become a repeat customer.

• A frustrated user will probably never return and may even leave negative reviews, damaging your brand reputation.

5. Provides valuable data and insights

The UX improvement process (through user testing, heatmaps and analysis) gives marketers incredible insight into the behaviour of their audience.

• They learn about the content they engage with.

• You understand where they get stuck in the sales funnel.

• You understand what their real needs and pain points are.
  This data is pure gold for creating more effective and targeted marketing campaigns in the future.

6. Fuel word-of-mouth and social media sharing

People are much more likely to recommend a product or service that was a pleasure to use. A smart, intuitive or frictionless experience is something users will talk about and share, earning you free marketing.

Still not seeing the link between UX and Digital Marketing? Think of the relationship in this way:

• Digital marketing is the megaphone. It brings people to your digital door.

• UX is the door, the corridor and the welcome inside. It determines whether people are able to enter, how they feel once inside and whether they decide to stay and buy something.

You can have the best marketing campaign in the world, but if your website is slow, confusing or frustrating, you are essentially spending money to disappoint potential customers.

For further insights – in English – you can visit Yon Jablonsky’s interactive Laws of UX site or the portal of the well-known organisation Nielsen Norman Group NN/g which contains training, case studies and more.

Read also…

• Install Zorin OS, a powerful Linux alternative to Windows and macOS that gives new life to your old hardware
• Guide to Dropshipping, to sell online without inventory
• Sell your photos online
• Learn Digital Marketing or Boost Your Skills
• An ad blocker via DNS that works

Relevant Dropshipping / Supplier Platforms with European strength

These are platforms or supplier networks that tend to work well (or have features) for Europe:

Other platforms / plugins you might use (global but popular in Europe too)

These are more general tools (marketplaces, plugins) that enable dropshipping / supplier access, even if they’re not European-native:

• AliExpress (via plugins or dropshipping centers) — Chinese, very common; but shipping from Asia often means longer times and more customs complexity in Europe.

• Dripshipper — create your own coffee label and sell via dropshipping.

• Modalyst, DSers, Dropified, SaleHoo etc. — many of these connect to global suppliers, but you can filter for EU / local warehouses (they often appear in “best dropshipping tools” lists)

• WordPress + WooCommerce + supplier plugins or Shopify + apps — your store platform matters. Many dropshipping supplier networks integrate via their own apps or plugins like Oberlo.

Are you ready to start?

How to give your computer a second life with Zorin OS

A step-by-step guide for everyday users to install a free, fast, and eco-friendly Linux system on old or new PCs and Macs

On 14 October 2025 Microsoft ends support for Windows 10, despite at the time of shutting down its support it’s still the world’s most popular OS for PC.
That means no more security updates or bug fixes – a serious risk particularly when using a PC for professional needss.
If you keep using Windows 10 after that date, you risk malware infections, privacy breaches and slow performance.
Many people are disappointed with this decision and think the only options are buying a new computer based on Windows 11 or switching to a Mac.
Luckily, there is a third path: Zorin OS, a Linux-based operating system that can breathe new life into almost any computer – among the most popular Linux distributions, with a very user-friendly UI (user interface) that can resemble either Windows (10 or 11), Mac or Linux (Ubuntu or others).

What is Zorin OS and why consider it?

Zorin OS is a modern Linux-based operating system.
Linux is an open-source (publicly developed and free to use) family of systems that power everything from smartphones to servers.
Zorin stands out because it looks and feels familiar to Windows or Mac users, so you can start using it without a steep learning curve.

Price model – Zorin OS comes in two editions:

• Zorin OS Core – completely free to download and use, with all essential apps such as web browser, email client, office suite, and media player.
• Zorin OS Pro – a one-time purchase (currently around €48) that adds premium desktop layouts, extra professional software (everything you need like image, music, video editing, Office package), and installation support. You pay once, not yearly. Start with Core (free) and, if happy, upgrade to Pro anytime. But you don’t need to upgrade if you install the open source software independently, all free.

Most home users will be perfectly happy with the free Core version but the Pro adds up excellent software – image something like the full Adobe creative suite free and more.

Why Zorin OS is better for many users than Windows or macOS

Lightweight and fast: Zorin OS runs smoothly on very old hardware—laptops more than ten years old often feel like new again, actually performing faster than on Windows 10.
Secure and private: Linux systems are far less targeted by viruses, and Zorin receives regular free security updates – if you opt for the Pro version, no need to pay for Pro updates either, it’s a one-time purchase only.
Eco-friendly and economical: By reviving an old computer instead of buying a new one, you save money and reduce electronic waste, helping the environment.
No hidden costs: You own the software. There are no yearly license fees or forced upgrades, either for personal or business use.

Three ways to try Zorin OS

1. Live USB (test drive): Run Zorin directly from a USB stick without touching your current system. Perfect for testing.
2. Dual boot: Install Zorin alongside Windows or macOS. You choose which system to start each time you power on.
3. Full installation: Replace your current operating system completely for maximum speed and space.

What you need before you start

• A computer (PC or Mac) with at least 2 GB of memory (RAM) and 15 GB of free disk space.
• A USB flash drive of at least 8 GB. Ideally it should be recent, ensuring fast data transfer. If you need a good USB stick fit for purpose, considering the performance/quality/price ratio, I recommend SanDisk (good alternatives are Samsung and Kingston).
• Reliable internet connection to download the Zorin OS image (an ISO file, which is a disk image used to create bootable media).
• A small program to write the ISO to the USB. I recommend balenaEtcher (free, works on Windows, Mac and Linux).

Step-by-step: Create a bootable USB

1. Download Zorin OS Core from zorin.com/os.
2. Insert your USB stick and back up any files on it (everything will be erased).
3. Open balenaEtcher, select the downloaded ISO file, select your USB drive, and click “Flash”.
   This formats the drive (usually to FAT32, a common USB format) and copies Zorin onto it.
4. When it finishes, safely eject the USB stick.

Boot from the USB

Restart your computer and enter the boot menu—the short setup screen that decides which device to start from.
On many PCs you press a key like F12, F2, or Delete right after turning on.
Choose the USB drive to “try or install Zorin OS”.

On a Mac: Hold the Option (⌥) key immediately after pressing the power button.
Select the USB drive named “EFI Boot”.
If your Mac has Apple’s newer security chip (called T2), you may need to allow external boot:
restart while holding Command + R, open Utilities > Startup Security Utility, and set “Allow booting from external media”.
Please note that MacBook based on the Apple M3 chip might not be ready to install Zorin OS yet – compatibility is expected to be added in the future.

Try first, then install

After booting you can choose “Try Zorin OS” to test it without installing anything – always good to test it first, it won’t harm anything but please note that when testing from the USB stick, it will go slower than when installed (the speed depends on your USB stick data transfer capabilities).
If you like it, double-click the “Install Zorin OS” icon on the desktop and follow the simple wizard: first, pick your language, keyboard, Wi-Fi network, then choose either “Install alongside” (dual boot) or “Erase disk” (full install).
Dual boot means that you can keep the current OS (for example Windows 10) and install Zorin OS as an additional OS. When restarting your PC, you’ll be asked to choose which OS to launch. Dual boot obviously requires enough space on your hard drive. The safest option is to go for full install, picking only Zorin OS, but before doing that please ensure you have saved / backed up any data on your hard drive which is not saved in the cloud or you’ll loose it permanently. So for example, if you have data only stored on your hard drive, save it first on an external USB stick (not the one with Zorin OS) or an external drive, or in the cloud like Google Workspace, Microsoft OneDrive, Dropbox or others – the local drive is safer and cheapers. Once done that, proceed safely with the Zorin OS installer which will guide you step by step – the installation takes only a few minutes.

Zorin OS comes with everyday software ready to go and Windows-software compatibility

Zorin comes with Firefox web browser – but you can install other free browsers later – LibreOffice for documents and spreadsheets, an excellent free alternative to Microsoft Office (consider also OnlyOffice and OpenOffice, both free and available for Zorin OS), music and video players and a software store to add plenty of apps with one click.

The good news is that you can even install many Windows programs using a compatibility layer called Wine (software that lets Windows apps run on Linux).

The end of Windows 10 support is not a reason to spend hundreds of euros on a new computer.

With a free and polished system like Zorin OS, you can extend the life of your PC or Mac, keep it secure, and reduce electronic waste.

Whether you just test it from a USB stick or make it your main system, Zorin proves that a modern, reliable computer experience does not have to cost a cent.

Video installation guide from Digital Scriptorium YouTube channel

Trust implies truth

In the life of any brand, communication is not a nice-to-have — it is the oxygen that keeps it alive.

Without it, a brand may retain its soul, history, and vision, but it cannot truly exist in the minds of its audience.

From the moment a brand is born to the day it fades, communication is how it breathes and exchanges value with the world.

Importantly, communication is not just about sending messages. It is about exchange — the flow of information between a brand and its audience, with feedback as the vital pulse.

Without feedback, there’s no way to know if the message resonates.

Poor communication damages a brand; no communication erases it entirely.

Authenticity is the cornerstone of effective communication.

Outsourcing it — no matter how skilled the agency — risks distorting the brand’s voice.

It’s like sending someone else on your date to speak for you: the packaging may look right, but the meaning is wrong.

Even when a brand chooses to “fake” certain aspects — for example, softening reality or presenting an idealized version — it must be done deliberately, ethically, and with the brand’s own voice.

Unethical or mismatched messaging will inevitably harm the brand.

When communication is outsourced, the provider’s incentives often differ.

Paid on performance, agencies may focus on maximising clicks or conversions rather than faithfully conveying the brand’s essence.

Misalignment can also happen unintentionally, simply because the provider misunderstands the brand’s identity or fails to translate it into something meaningful for the audience.

Ultimately, communication must match audience expectations with brand capabilities and values. When these don’t align, the result is miscommunication — and miscommunication damages trust.

In large organisations, communication often suffers from another threat: fragmentation.

Different divisions, teams, or individuals want to promote their own initiatives, often without coordination.

This creates silos where each group speaks for itself, diluting the sense of a unified brand.

The result? From the outside, the brand appears inconsistent — or worse, invisible except for whichever department “shouts” the loudest.

A useful and up-to-date digital marketing guide for novices and experts

Digital marketing is an indispensable element for business success in the digital age.

Its ability to reach large and targeted audiences, to accurately measure campaign results, to adapt quickly to market changes and to offer customised strategies makes it a powerful tool for both small and large companies.

Understanding the fundamentals, mastering key channels, exploring advanced techniques and adapting strategies to different company sizes are crucial steps for anyone wanting to learn or delve deeper into this dynamic and ever-evolving field.

• Download the Digital Marketing Handbook – free pdf

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]]> https://paolomargari.it/en/how-ai-changes-way-find-consume-information/ Sun, 02 Mar 2025 22:16:41 +0000 https://paolomargari.it/?p=54064

As a result of the rapid spread of tools related to so-called artificial intelligence, or AI, we are witnessing a significant change in the way we access information.

As has already happened with other technological innovations, this phenomenon is likely to make us mentally “lazier”.

Artificial intelligence-which, on closer inspection, is not really intelligence in the traditional sense of the term-allows us to skip many once-indispensable processes.

While this phenomenon gives us more time available for other activities, it also disabuses us of others.

Natural intelligence allows us to develop autonomous thinking, whereas what we witness with AI is more like a mechanism that, based on preordained data, delivers results.

It could be compared to a sophisticated telephone book that has the ability to present different perspectives on the information with which it has been fed.

Evolution of information search

• Before Google: search engines were essentially directories, ordered directories.
• With Google: users were able to search for information more efficiently, saving time.
• With AI: there is a move closer to the user’s intentions and expectations.

Distinctive features of AI compared to traditional search engines

• If responses are not tied to user profiling, the risk of bias typical of social media could be reduced.
• However, even in the absence of profiling, responses are influenced by the model’s algorithm, the data with which the AI was trained (which may have been pre-filtered), and additional filters placed beforehand between the generated response and the one displayed by the user for whatever reason (ethical, political, commercial, etc.)

Impact on society

• A decrease in synthesis ability, as we will be less accustomed to writing summaries and taking notes.
• A greater reliance on automated summaries.
• A possible influence on public opinion, especially when content is reproduced on a large scale.

Differences in the indexing process

• Google: builds and periodically updates its index, offering results based on predetermined criteria.
• AI: creates a real-time priority index for each query, although it tends to consolidate its knowledge instead of challenging it.

Risks and considerations

• AI creativity is expressed more in form than in substance.
• There is a risk of an “instupidization” of human beings because:
  • The creation of original synthetic content will be reduced.
  • Users will be influenced by AI’s pre-packaged responses.
  • The habit of looking for differences and asking critical questions will be lost.

The change in the way information is accessed through AI, although it brings benefits in terms of efficiency and immediacy, is likely to reduce our capacity for critical thinking and personal synthesis.

AI’s “pre-packaged” answers, however valid, may limit our natural tendency to ask questions and seek alternative perspectives.

I asked ChatGPT for a proposal to name the centuries starting from the year 1000, based on the main cultural and historical characteristics of each.

Leaving aside the former, on which there is full consensus among historians, the future prospects envisioned by artificial intelligence today seem interesting – and sometimes questionable as we move away from the present.

PAST

1000-1099: Romanesque Century

Characterized by the development of Romanesque art, with the architecture of great cathedrals and abbeys.

1100-1199: Century of the Crusades

Era marked by the Christian Crusades in the Holy Land, which influenced culture, trade and cultural exchange.

1200-1299: Gothic Century

Distinguished by the rise of Gothic art, with the soaring architecture of cathedrals and the beginning of European universities.

1300-1399: Century of Medieval Crisis

Dominated by the Black Death, social uprisings and the decline of the feudal system.

1400-1499: Renaissance Century

Era of cultural, artistic and scientific renaissance, with figures such as Leonardo da Vinci and Michelangelo.

1500-1599: Reformation Century

Marked by the Protestant Reformation, the Council of Trent and European colonial expansion.

1600-1699: Baroque Century

Characterized by Baroque artistic expressions and the consolidation of absolutist states.

1700-1799: Age of Enlightenment

Dominated by the Enlightenment, scientific revolutions and the French Revolution.

1800-1899: Industrial Age

Marked by the Industrial Revolution, technological progress and social transformations.

1900-1999: Modern Century

Distinguished by scientific innovation, two world wars, and the advent of globalization.

PRESENT

2000-2099: Digital Century

Characterized by the technological revolution, artificial intelligence, and climate change as global challenges.

FUTURE

2100-2199: Century of Sustainability

An era in which humanity could dedicate itself to mitigating the effects of climate change, adopting sustainable lifestyles, and redefining its relationship with the environment. Innovations in renewable energy, circular economy and new global policies will be central.

2200-2299: Century of Interplanetary Expansion

With advances in space exploration, this century could mark the beginning of permanent settlements on other planets, such as Mars, and an interconnection between Earth and other celestial bodies. It will likely be an era of redefining human identity on a cosmic scale.

2300-2399: Century of Technological Symbiosis

It could represent the total integration of humanity and advanced technology, with artificial intelligences and biological systems fused to enhance human capabilities. Ethics, philosophy and the very concept of “being human” will be at the center of cultural debates.

2400-2499: Century of Universal Unity

A period when humanity could overcome planetary divisions to create an interconnected civilization on a galactic scale. Interactions with possible extraterrestrial life forms or the expansion of collective intelligence will be central.

2500-2599: Century of Evolutionary Transformation

Characterized by continued biological and technological evolution, with genetic engineering and manipulation of matter at the quantum level that could reshape life itself. Humans could become a post-biological species.

2600-2699: Century of Metaconsciousness

A time when understanding of the universe and consciousness will reach new depths. A “meta-civilization” could emerge capable of transcending physical and temporal limits, exploring as yet unknown dimensions of reality.

Marketing isn’t just about pushing products or services. It’s about understanding how people think and using that knowledge to shape perceptions.

By tapping into some psychological principles, marketers can create more compelling, impactful strategies.

Let’s explore three influential effects: the Halo, the Framing, and the Anchoring, each with a major impact on how people perceive and respond to brands.

1. The Halo Effect: First Impressions Count

The Halo Effect describes how first impressions set the tone for all future interactions. When people encounter a brand—through its website, social media, or even a simple handshake—they make snap judgments that can impact their overall perception. If a brand’s social media is vibrant and engaging, people might assume the brand itself is lively and trustworthy. Conversely, if the website looks outdated or the messaging is dull, people may conclude the services are subpar, even if they’re excellent.

This effect cuts both ways:

• Fun social media presence = fun, trustworthy brand.
• Boring social media presence = boring brand. 
• Polished, professional website = high-quality services.
• Poor website design = low-quality services.

For brands, maintaining a consistent and appealing image across all platforms is critical.
How a business “shows up” in every interaction—online or offline—matters because each impression is an opportunity to either enhance or damage customer perception.

2. The Framing Effect: It’s All in the Presentation

The way information is presented, or “framed,” influences how people perceive it. A message framed positively will often feel more appealing than one framed negatively, even if both convey the same underlying information. For instance:

• “You have a 90% chance of surviving surgery” sounds reassuring.
  vs
• “You have a 10% chance of dying from surgery” sounds alarming.

In marketing, framing can be used to emphasize the positive benefits of a product or service and downplay any perceived risks. Here’s how framing can be applied effectively:

• “Join our event and avoid years of back pain.”
• “Download our guide and prevent bloating.”
• “Sign up now to look and feel your best at the beach.”

By framing messages in a way that highlights the positives and minimizes negatives, brands can help guide customer decisions and foster a sense of trust and positivity.

3. The Anchoring Effect: Setting the Right Baseline

The Anchoring Effect shows how people rely heavily on the first piece of information they receive (the “anchor”) to make subsequent judgments. For example, if a product is listed at $1,000 but then reduced to $100, it feels like a great deal, even if that discount is part of the regular price strategy. Similarly, offering “10 sessions for the price of 5” makes people feel they’re getting added value, anchored by the initial number of sessions.

Anchoring is powerful in pricing and promotion:

• A high original price followed by a discount can make a product seem like a great value.
• Offering “extra” sessions or benefits relative to a lower initial offer can feel like a bonus.

However, it’s essential to use anchoring ethically. Customers appreciate value, but if brands inflate prices only to mark them down significantly, it can erode trust. The best practice is to create a genuine sense of value by carefully choosing your anchor points and delivering quality.

The Halo, Framing, and Anchoring Effects show how much perception matters in marketing and help marketers build campaigns that not only catch attention but also create lasting positive impressions.