Fiji water costs $2.20.
Voss water costs $5.20.
Yet, Fiji water ranks higher when it comes to taste and quality.
In an information-rich and time-poor society, aesthetics is the thing that people remember. They perceive good-looking brands as more valuable and having more qualities, even if it’s untrue.
It creates a perception for which people are willing to pay a premium—even for water (arguably the biggest commodity of them all).