When I finished college, I hung out with a group of designers in Dallas, Texas. One of the things we enjoyed was sharing meals together at some of the town’s many many dining establishments. And we would always critique each restaurant’s menu design.
Even though we were (and some of that group still are) involved in designing things like menus — or product packages — we were and are still susceptible to the lure of a well-designed piece.
It makes logical sense that knowing we’re paying for the ambiance of a particular restaurant with basically the same food as a cheaper but more spartan restaurant a few miles away might make us head for the cheaper place — but no. Or we’ll buy a thing with a fancy box instead of the same thing in plain box.
(The budget factor does play into our decisions, of course!)
Experience includes all of our senses. We pay for experience.
Photo: I love many of the designs Starbucks creates, including this mug. And they do a pretty good job with the customer experience, as well.