Researchers discovered this simple display feature actually affects how you buy things online

When it comes to buying things - it's really your brain that matters – not your wallet.

Viewing objects in black and white helps our brains focus on what's most important in a product. Color is distracting – so you end up paying more attention to unnecessary details and features that you may not need.

So, what's the best thing to do if you're trying to sell something?

"We suggest them to use black and white if they want to promote the most primary, the most important feature of the product," said Xiaoyan Deng, a consumer psychologist at OSU.

In a study, 50 percent of participants were willing to pay a higher price for a product shown in color, even though it had useless features and was more expensive than a comparable product. 

Video courtesy of Inside Science

 

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