Making a sale price look different than the original price employs contrast fluency by creating a noticeable difference in visual appearance or numerical value, catching the consumer's attention. Adding distance between prices makes people feel like the discount is greater because it creates a larger gap in perception between the original price and the discounted price, making the discount seem more substantial. The sale price should be below the original price to create a sense of value and incentive for the consumer to make a purchase. Example: Original Price - $99, Sale Price using "reduce every digit" method - $89. The difference between 200 and 300 is perceived to be bigger than 700 and 800 due to the principle of Weber's Law, which states that the perceived difference between two stimuli is proportional to the magnitude of the stimuli. In this case, the difference of 100 between 200 and 300 is a larger proportion compared to the difference of 100 between 700 and 800. Absolute discounts should be provided when you want to offer a fixed amount off the original price, regardless of the price of the product or service. Percentage discounts should be provided when you want to offer a discount based on a percentage of the original price, which can be more attractive for higher-priced items. Mentioning the increase from the discounted price rather than the decrease creates a perception of gaining something (increase) rather than losing something (decrease), which can be more psychologically appealing to consumers. Offering discounts in round numbers makes it easier for consumers to calculate and understand the savings, and it appears more straightforward and honest. A free trial should be offered at the beginning of the month because it allows consumers to experience the product or service for a longer duration, increasing the likelihood of converting to a paid subscription. Offering discounts towards the end of the month can be effective as consumers may be more budget-conscious or looking for deals before the end of the month, when paychecks or budgets may be running low. Tiered discounts are successful because they provide options to consumers, making them feel empowered and in control of their purchase decision. It also encourages upselling by incentivizing consumers to spend more to unlock higher discount tiers. Discounts on luxury items should be avoided as it can devalue the perception of exclusivity and luxury associated with such products, and can potentially harm the brand image and pricing strategy.