Here’s more on pricing (this is turning into an informal Pricing Week).

Always place your price below the product, not above it.

This approach made the same price feel 9% lower on dental floss and increased sales 35% in a liquor store, in the experimental study.

One of the crucial metaphors ingrained in us as we grow up is:

Down is less and up is more

Metaphors are powerful because they’re essentially the cognitive interface between the brain and the world. Vehicles for experience.