Don’t hide it, make it stand out

• Use a contrasting color
• Use a larger font size
• If the product is discounted, show how much they save (amount and/or %), instead of only showing the regular and discounted price.

A Better Lemonade Stand’s advice on pricing

(source)

• Use round prices for emotional impulsive purchases
• Use .99 / .95 prices for rational and value-based purchases
• Display higher prices first (a.k.a. anchoring)
• Expose users to a high number before they see prices (they’ll seem a lot smaller in comparison)
• List products in decreasing prices by default
• Show the original price, not only the discounted price
• Avoid currency symbols (e.g. $) – unless you have multiple currencies

EXAMPLES

Adidas

Amazon

ASOS

BH

Build

Crutchfield

Home-Depot

JCPenney

LL-Bean

Macy's

Nordstrom

REI

Sears

Walmart

Wayfair