Founding father and first Postmaster General Benjamin Franklin is quoted as saying, “There are only two things certain in life: death and taxes.” While people might not like death and taxes, they do like certainty. That’s especially true for mailers.
When you mail a letter or small package (below 4.4 pounds) to another country, the U.S. Postal Service pays what is called terminal dues to the destination post for its share of processing and delivery of the item. It’s the same all over the world. Posts pay each other terminal dues to process and deliver cross-border mail.
Steve Jobs was famous for the ingenious simplicity of his designs. And, of course, his single button iPhone, now the standard in smart phoning, is a great testament to the value of simplicity.
As in design, simplicity in pricing, and a related simplicity of choices, are appealing to consumers. There is even empirical evidence that consumers will buy more when they aren’t overwhelmed with too much clutter and too many choices.