They used chocolate syrup for the blood in that scene. It was in black and white so you couldn't tell the blood was chocolate syrup.
Here is a little something else related to the shower scene:
To make the experience even more palpable, the sound of Marion’s flesh yielding to the knife was created by stabbing a casaba melon. Hitchcock had his crew audition multiple varieties of melon until they found the right kind.
More interesting facts on the shower scene:
There were 78 setups and 52 cuts used in the scene in which Janet Leigh is stabbed to death in the shower a third of the way into Alfred Hitchcock’s Psycho. The scene lasts less than one minute but took seven days to film.
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