HellofreshEXAMPLE 01
Compare unit price across real options
HelloFresh displays a per-serving price for different box sizes. A larger option may appear more economical, although total cost and likely use still matter.
The Decoy Effect
An extra option can change the comparison.
01 / UNDERSTAND
The idea
A comparatively unattractive option can make another option look more appealing. The effect depends on how people compare alternatives. A useful pricing experience should help people choose for their needs rather than exploit a contrived comparison.
An unattractive alternative can make another option appear better by comparison. Consider a small and large popcorn: adding a medium close to the large price can change how the large is judged without changing its contents or price. Use the concept to recognise how comparison works; do not fabricate a misleading offer or an unavailable plan.
02 / RECOGNISE
See it in real products.
Examples of how the principle can appear in an interface.
PretEXAMPLE 02
Make the alternative calculation inspectable
Pret compares a subscription with paying for individual drinks. The comparison is only useful if the assumed purchase frequency and subscription terms are clear.
Size and price comparisonEXAMPLE 03
How a comparison changes the choice
A size-and-price comparison illustrates how the available alternatives can change a choice. Check whether one option is dominated by another; three price tiers alone do not establish a decoy effect.
03 / CONNECT
Why it matters.
The available comparison set can influence which option seems worth buying. A change in perceived value does not mean the chosen option better serves the user.
Possible influences to investigate, rather than guaranteed outcomes for every product.
04 / APPLY
Put it into practice.
- 01
Make each plan useful to someone
- 02
Compare like-for-like costs
- 03
Let people inspect limits and exclusions
05 / EXPLORE WITH UPSLIDE
Apply it with Upslide.
Use a practical guide, read a deeper explanation.
Practical Business Model Canvas Framework
Compare options on useful differences and preserve an honest, understandable choice.
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
A small commitment can make another request feel easier.
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