Home Theories Add Space between Discounted Prices

Add Space between Discounted Prices

If you've ever shopped online, you know that some stores offer discounts if you spend a certain amount of money. You might see something like, "Spend $50 and get 10% off your purchase!" To encourage people to spend more money and take advantage of the discount, some stores will add space between the discounted prices. For example, instead of writing the regular and sale price next to each other, they'll add space between them. Because of the increased gab, it tricks our brain in thinking that the discount is larger than it actually is.

Table of contents:
  1. How to apply
  2. Conclusion

Your spatial intuition plays tricks on you as you confuse visual distance for numerical distance. Numbers can seem further apart when they're visually further apart (Coulter, Norberg, 2009).

How to apply

You think about numbers in terms of a horizontal ruler. You mix visual distance with numerical distance due to this cognitive structure: When numbers are visually separated from one another, they appear numerically larger. To make the numerical disparity between your initial and selling prices appear more incredible, add space between them.

The problem is that the dots must take up the appropriate space no matter how long the item name is. I tried changing the dots' width to 100%, but it didn't appear to help. Do you have any suggestions?

  • Create a flex container.
  • Vertically align all items to the baseline.
  • Dots will take up all of the line's available space. The menu item and price will be forced to the opposite ends of the container due to this.
  • Any excess dots are removed from view.

By modifying the container's width, you can regulate the distance between the menu items and the price. The width is set to 100% in the example above.


In conclusion, our spatial intuition can play tricks on us and cause us to confuse visual distance for numerical distance. This means that numbers can seem further apart when they are visually further apart. This can have implications for how we process information and make decisions.

A new cognitive bias in your inbox every week

You'll get to learn more about CRO and psychology. You'll be able to take experimenting to a whole new level!

* We send our mails on Monday morning btw.

Frequently Asked Questions

Do you think you know enough about CRO?

Join our monthly mailing to continue learning more and more about CRO and psychology.