Design Principle
Pricing pages help users choose the right plan rather than stacking marketing adjectives.
Principle
Pricing pages help users choose the right plan rather than stacking marketing adjectives.
Design action
Compare price, limits, core features, audience, and next step on shared dimensions; highlight the recommended plan while keeping other options readable.
Examples
Positive example: SaaS, subscriptions, memberships, ecommerce bundles, and service quotes need plan choice. Counterexample: Plan cards have mismatched heights and incomparable features.
Apply when
SaaS, subscriptions, memberships, ecommerce bundles, and service quotes need plan choice. Users need to judge state, scope, risk, or next action quickly.
Source notes
Source note: Synthesized from GOV.UK, Carbon, Polaris, Atlassian, Design.Systems, Design Systems Repo, and product-pattern libraries. GOV.UK Design System Patterns: https://design-system.service.gov.uk/patterns/ Carbon Patterns: https://carbondesignsystem.com/patterns/ Shopify Polaris: https://polaris-react.shopify.com/ Atlassian Design System: https://atlassian.design/ Design Systems Repo: https://designsystemsrepo.com/
Agent Directive
Compare price, limits, core features, audience, and next step on shared dimensions; highlight the recommended plan while keeping other options readable.