I'm currently working on a pricing table for a product that has 3 separate tiers. Some of them lack certain features etc. We've been debating how to mark the table cells to indicate what is included and excluded to visitors. Marketing are keen to avoid crosses as they suggest negativity, and I feel that covering the table in ticks looks a little scrappy.
Currently we've settled for something like this (just an example):
Green light (dot) indicates it's available and the lack of a green light suggests it's not included. The thought is to avoid red due to negative connotations at the point of purchase (marketings preference not mine).
I think alternatively we should indicate the missing option with a dash as it seems to imply a black space better than literally having nothing in the cell. e.g.
There are other alternatives as well but I was interested to know if there was best practice here that I haven't come across or if there were at least some things I should definitely avoid?
Here are a few other options: