Currency Symbol and Font Size
A price shown small, without a currency symbol, feels smaller.
What it is
The physical size of a price on the page is read as a signal of its magnitude, and the currency symbol is a reminder of the pain of paying. Menus that print "24" instead of "$24.00" see higher spend. Pricing pages that shrink the price and enlarge the value description shift attention from cost to benefit.
The research
Restaurant diners spent significantly more when menu prices were shown as numerals without a dollar sign than when prices included the symbol or were written out.
Yang, Kimes and Sessarego, 2009; Coulter and Coulter, 2005
How to use it
Shrink the symbol
Set the currency symbol at half the size of the number and superscript it.
Make the benefit bigger than the price
On a plan card, the plan name and the headline benefit are the largest text. The price is not.
Related
Sources that shaped this entry: Kolenda.io.