Remove the Currency Symbol When Possible

Removing this symbol reduces the pain of paying.

Nick Kolenda
Updated on
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You should typically include the currency symbol in your prices — these symbols help customers understand when a number is, indeed, a price.

But if your number is clearly a price, perhaps you could remove the symbol (Yang, Kimes, & Sessarego, 2009).

Perhaps this tactic works best in luxury contexts, (e.g., high-end restaurant).

  • Yang, S. S., Kimes, S. E., & Sessarego, M. M. (2009). Menu price presentation influences on consumer purchase behavior in restaurants. International Journal of Hospitality Management, 28(1), 157-160.