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