Why do we fall for $14.99 like it’s a once-in-a-lifetime deal, but if at $15 makes us question all our life choices?

Exploring the influence of price design on consumer perception, this image showcases various price tags in a shopping basket. The 99-tag suggests deals, while the 0 & 5-tags imply prestige, highlighting the strategic impact of pricing on shopping choices.

The Power of Price Design: 9 Means Deals, 0 & 5 Mean Prestige.

Ever wonder why a product priced at $9.99 feels like a steal, but one at $50 seems luxurious? It’s not just the number — it’s the psychology behind it. Numbers shape how we feel about a price, often without us even realizing it.

Price design is a subtle form of communication. Like your brand’s logo, colors, and messaging, your pricing speaks volumes about your product’s perceived value. Ending in 9? That’s a deal. Ending in 0 or 5? Think premium.

E-commerce website interface showcasing diverse product categories and pricing, emphasizing UI & UX design elements for user-friendly navigation.

The Science Behind It

According to Dr. Markus Husemann-Kopetzky, author of The Handbook on the Psychology of Pricing,

“Prices ending in 9 are often perceived as discounts or bargains, while prices ending in 0 or 5 convey a sense of quality or premium value.”

Retailers know this well. A water bottle priced at $9.99 feels like a better deal than one at $10.00. On the other hand, premium products like headphones or skincare kits often use prices like $50 or $45 to signal higher quality and trust.

What This Means for You

Online shopping made easy: Browsing stylish blazers on a smartphone e-commerce app.

If you’re running an e-commerce store or launching a product, consider how your price endings shape perception:

• Want to attract deal-seekers? Stick to prices like $9.99, $19.99, or $49.99 to tap into that “great deal” mindset.

• Building a premium brand? Use clean, round numbers like $30, $50, or $100 to communicate elegance and quality.

• Need a balanced appeal? Prices ending in 5 like $25 or $45 suggest quality while keeping a slightly approachable vibe.

Hand-drawn app design sketches showcasing the planned user interface and navigation flow, highlighting key sections like Home, News, Login, Product, Search, and Profile.

Pricing isn’t just about covering costs — it’s a strategic branding decision. Take a closer look at your pricing. Is it aligned with how you want your product to be perceived? A small tweak can shift the way customers see your brand.