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Why people pay $3 more for bottled water that looks better

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).

To be continued…