Marketing — where should you place the price?

There can be strategy in where you place your price. Even at the same price, customer reactions change with where and how you show it.

Value first, price second

If you show the price first, customers judge ‘expensive/cheap’ before they even weigh the value. Present the price after fully showing the value the product delivers, and the same number is received differently.

Create a comparison anchor

Offering three options — high, middle, low — makes the middle option look reasonable. Showing an anchor price alongside makes the choice easier.

Place it in context

Don’t leave the price standing alone; place it alongside what’s included and which problem it solves. A price should read as a ‘summary of value,’ not a ‘cost.’