não justo preço

You’ll use this mostly when evaluating products or services. In a sentence, it usually comes after the verb 'to be' (ser) or directly describes the noun. For example, 'Aquele restaurante tem um preço justo' (That restaurant has a fair price). Notice how justo comes *after* preço. This is a classic Portuguese rule: the adjective usually follows the noun. If you try to swap them, you might sound like a poet from the 1800s or just a very confused tourist. Use it when you want to recommend a shop to a friend without sounding like you’re just looking for the absolute cheapest option. It’s a sophisticated way to say 'it's worth the money.'

Imagine you’re booking an Airbnb. The place is beautiful, right in the center of Porto, and it’s $80 a night. You might tell your partner, 'O preço é justo.' Or think about ordering an Uber. If there’s no surge pricing and the ride to the airport is reasonable, that’s a preço justo. In the world of social media, you might see a TikTok review of a new makeup brand where the creator says, 'A qualidade é ótima e o preço justo.' It’s the ultimate seal of approval for modern consumers who hate being overcharged but also want quality. Even in a job interview on Zoom, you might discuss a preço justo for your freelance services.

Use this phrase whenever you want to express that a transaction is balanced. It’s perfect for reviews on Google Maps or TripAdvisor. It’s also great for negotiating at a 'feira' (street market). If a seller gives you a quote and you agree, you can nod and say 'Parece um preço justo.' It signals that you are a savvy shopper who knows the market value. It’s also very common in financial news or when discussing the housing market. If someone asks why you bought a specific car, saying 'Foi um preço justo' ends the debate because it shows you were rational and fair.

Don't use preço justo if something is incredibly cheap or a total bargain. For that, use 'preço de banana' (price of a banana) or 'uma pechincha.' Conversely, if something is overpriced, definitely avoid it! Calling a $20 cup of coffee a preço justo will make people think you’ve lost your mind. Also, avoid using it in very emotional contexts that aren't about money. You wouldn't say the 'price' of love is justo. Keep it strictly to commerce, services, and exchange of value. Also, remember that justo can mean 'tight' when talking about clothes, so don't tell a tailor your 'price' is too tight unless you want a very weird look.

The most frequent error is the word order. Learners often try to say ✗ justo preço because of the English 'fair price' order. While not technically illegal, it sounds very stiff. The biggest 'no-no' is ✗ não justo preço. This sounds like 'not fair price' but is grammatically broken. You need the verb: 'Não é um preço justo.' Another mistake is using 'justo' to mean 'right' as in 'correct.' In Portuguese, 'the right price' is 'o preço certo.' If you use justo, you’re specifically talking about fairness and equity, not just accuracy. Don't be the person who tries to translate word-for-word from Google Translate—it will lead you into a trap!

If you want to sound like a local, try preço camarada. Camarada means 'comrade' or 'buddy,' so a preço camarada is a 'buddy price'—basically a friendly discount. It’s much more informal than preço justo. Another one is bom preço (good price), which is simpler but less specific about the fairness. If a price is so good it feels like a gift, we say it’s de graça (for free) even if it costs a little bit. For something very affordable, you can use preço acessível. These all live in the same neighborhood but carry different 'vibes' for your conversation.

You might hear valor justo instead of preço justo. In Portuguese, valor (value) is often used interchangeably with preço in professional or 'business-y' settings. It sounds a bit more elevated. You might also hear people say o justo valor. Another variation is preço honesto. This is very trendy right now, especially in gourmet restaurants or craft breweries. They want you to know they aren't 'gouging' you. It’s the same concept as preço justo but with a slightly more 'hipster' and transparent marketing feel. 'Our beer has an honest price!' sounds better on Instagram than 'Our beer is fair.'

Is preço justo formal? It’s neutral. You can use it with your best friend or your boss without any issues. Can I use it for people? No, it only refers to the cost of things or services. Is there a plural? Yes, preços justos. Note that both words change to the plural form! Does it change for gender? No, preço is masculine, and justo matches it. If you used 'taxa' (fee), it would be 'taxa justa.' What if I want to say it's NOT fair? Simply say 'Não é um preço justo.' It's that easy!