Every single one commented on the terrible instructions provided with the product: three different documents; poor pictures; unclear directions; etc. Why would I put myself through the same experience, I thought.
As a direct result, I didn’t buy that model from that retailer. They both lost a sale simply because they didn’t invest a little bit of money in good information design. In fact, they’d probably only need to sell a few greenhouses to get that investment back.
People talk about the Return on Investment of good design. I think they should be thinking more about the danger of not investing.