Show Prices in Small Fonts

Customers equate visual size with numerical size.

Nick Kolenda
Updated on
Reducing font size of price

If you see $50 in a large font, you think: Hmm, how big is this price? Something feels big. The price must be high.

Generally, you should display prices in a small font so that they seem numerically smaller (Coulter & Coulter, 2005).

Caveat: This tactic might only work with single products. Large fonts might work better for multiple products because customers judge the difference between those prices: Hmm, how big is the price difference? Something feels big. The difference must be big.

  • Coulter, K. S., & Coulter, R. A. (2005). Size does matter: The effects of magnitude representation congruency on price perceptions and purchase likelihood. Journal of Consumer Psychology, 15(1), 64-76.