dog whistle

Business jargon used to describe a situation in which a client cannot see the difference between a professional graphic designer's work and that of an amateur (or competent) graphic designer. For example, if a client is evaluating two new logo designs and the professional one costs $30,000 and the amateur design costs $2,000 but they look somewhat similar, the client may perceive the $30,000 one to be twice as good as the $2,000 design, but not 30 times better.