18 October 2011

Misleading price reduction labels

Yesterday's tabloid press (led by The Times) exposed Tesco's 'Big Price Drop' as a bit less dramatic than Tesco have claimed. Prices that went up a couple of months ago have been reduced, yielding a relatively small, if any, price drop from the original price. This evening I noticed something else going on. The label above implies a comparison of £1.00 with £2.02, whereas the true comparison is £1.00, with £1.01. Price Drop doesn't quite merit its mega type size. A little Dark Patterning, I think.

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