How patterns make products pricier

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Why Complex Designs Sell for More
Insights from Ariyh

When customers compare products side by side, they perceive visually complex designs as more valuable than simpler ones. This means businesses can price intricate products higher, even if the production costs are similar.

How Design Complexity Affects Pricing

1️⃣ Perceived Value Increases: When two versions of a product are displayed together—one with a detailed design (e.g., a floral-patterned notebook) and another minimalist version (e.g., a plain notebook)—consumers assign a higher value to the more visually complex option.

2️⃣ Higher Willingness to Pay: The research found that people were willing to pay 10-14% more for stationery with intricate patterns than for simpler designs, despite liking both equally. The same effect was seen across fashion, home décor, and accessories.

3️⃣ Why This Works: People naturally assume complex products take more effort to produce and must be more expensive to manufacture. This perception drives up their willingness to pay, even when actual production costs are the same.

Strategic Pricing & Placement

• Bundle Comparisons: If your products are displayed side by side, pricing complex designs higher can boost revenue.
• Separate Simplicity: If catering to minimalist customers, showcase simple products independently to justify premium pricing.
• Leverage Product Storytelling: Highlight craftsmanship or materials to justify higher prices for simpler items.

The Takeaway
Consumers equate visual complexity with higher value, making intricate designs a pricing advantage. Use this insight to optimize product presentation and pricing strategy across categories.

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