And the colour of the reduced price sticker hasn't been ... it prompts urgency and tells your brain: 'look here, now.'" Article continues below The psychology behind it is simple yet powerful.

Shoppers are only just discovering the clever psychological reason supermarkets use yellow for reduced-price stickers.

If you're wondering why reduced stickers are always yellow ... and tells your brain: look at me now. In retail psychology, it’s used to create a sense of immediacy — like ‘this deal won ...

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