Posted by , . Filed under Misdirection.

British Airways mark the second cheapest ticket option with the word ‘Lowest’ and highlight it in yellow (refer to the yellow rectangles in the screengrab below). This is misleading and distracts from the actual cheapest ticket.


British Airways don’t make clear what they mean by ‘Lowest’ and routinely have lowest priced business class tickets at the top, drawing the eye there first. In fact they’re not marking the lowest option overall but the lowest price in that ticket class.