HopperEXAMPLE 01
Provide a forward-looking reference
Hopper shows predicted price changes over time. That forecast gives context for today’s fare, but its uncertainty and assumptions remain important.
The Anchor Effect
The first number can shape later judgments.
01 / UNDERSTAND
The idea
An initial value can become a reference point for evaluating later information. In design, prices, estimates and prefilled amounts may act as anchors. Make comparisons relevant and explain the basis of estimates.
An initial number or comparison can become the reference for later judgments. A sale price can feel different beside a high crossed-out price even when the amount paid is unchanged. Consider what people see first and whether comparisons are relevant. Reference prices and forecasts must not misrepresent the real choice.
02 / RECOGNISE
See it in real products.
Examples of how the principle can appear in an interface.
AirbnbEXAMPLE 02
Revisit the comparison at commitment
Airbnb’s final checkout example reminds the guest of the value comparison. A useful reminder should make the basis of the claim clear rather than merely declaring a bargain.
Pricing tiersEXAMPLE 03
The first price becomes a reference point
A premium pricing tier provides a concrete example of how the first number seen can influence the interpretation of other prices.
03 / CONNECT
Why it matters.
Initial information can shape later price comparisons and perceived value. Explain the basis of a reference point and avoid invented discounts or unjustified estimates.
Possible influences to investigate, rather than guaranteed outcomes for every product.
04 / APPLY
Put it into practice.
- 01
Use relevant comparisons
- 02
Explain estimate assumptions
- 03
Allow independent user input
05 / EXPLORE WITH UPSLIDE
Apply it with Upslide.
Use a practical guide, read a deeper explanation.
Practical Business Model Canvas Framework
Show comparable costs and value so an opening number does not substitute for understanding.
Persuasive Design vs Dark Patterns: UX Examples and Boundaries
7 mins readCompare respectful persuasion with choices that obscure refusal, commitments or consequences.
CONNECT THE IDEAS
Related principles
Keep exploring
