A new fridge from a major appliance manufacturer features a panel in the door which is mostly opaque but which turns transparent when tapped, so that the owner/user can see what’s inside without opening the door. The manufacturer promises
less cold air loss
Unfortunately, the four words are placed two-by-two, and it results in
less cold ( and ) air loss
neither of which is a good selling point for a fridge.
Less cold sounds slightly strange. We wouldn’t say more cold – we’d say colder, but there’s no immediate equivalent for the opposite. Warmer is not always appropriate. After several sub-zero mornings in a row, a zero-degree morning is hardly warmer. And imagine that the person who always gives you a frosty reception actually smiles one morning. Your reception may be less cold, but it’s hardly warmer.