Important customer information should be communicated clearly and transparently.

Critical terms, limitations, costs, or disclosures are minimized, obscured, or difficult to understand.

Burying limitations, fees, or terms in fine print is a short-term conversion tactic that creates long-term trust damage. Transparency upfront builds the kind of customer relationship that actually compounds.

Ogilvy: "The consumer isn't a moron... You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything." Fine print that hides the truth is the same insult.