Exempli Gratia.......
Years ago I had a little gold frame - about ½" - which looked nice and cost about 30p ft. The usual Italian stuff.
At the same time I had a little German one roughly the same size which looked VERY nice and cost about £2.50 ft.
On the face of it the VERY nice frame was around 8x dearer. But on a small frame costing £30 or so with the Italian
moulding would have cost maybe an extra tenner with the German.
I once priced a job (little engraving or somesuch) and showed the 'dear' moulding first. It looked the dog's wotsits.
The customer thought so too. Then I wheeled out the cheap one. The thing is, having seen how well the German one
looked she wasn't very impressed with the Italian. And saving didn't seem so impressive either.
So the moral is: Show them the ideal first and once they've got the design imprinted they will always hark back to it.
