This weekend, we dined at a nearby Thai restaurant and had a wonderful experience. The food was tasty and the service was excellent. We’ll call this Restaurant A.
During dinner, we thought back to our experience just a few months ago at a different Thai restaurant located just a few miles away. We’ll call that Restaurant B. The menu choices are very similar at both restaurants. Both restaurants are clean, have good service, and comparable prices. The quality and taste of the food is also just about the same. However, we prefer Restaurant A much more over Restaurant B and we were trying to pinpoint the reason why.
We determined that the only real difference between the two restaurants is physical appearance. The decor, the furniture, the lighting, the color scheme, the attire of the staff, and the visual presentation of the food.
Restaurant A is polished and sleek with modern furniture. Every staff member is uniformly dressed in all black. The food is presented with true culinary artistry. The napkins are beautifully folded, and everything is tidy and neat.
In contrast, the look of Restaurant B was very old and outdated. It was a bit dusty feeling, like the furniture and the wall paint hadn’t been freshened up since 1980. The staff members just wore whatever they decided to put on that day.
The food itself was quite delicious at both restaurants. Both had good reviews. But good aesthetic design caused A to win out over B.
They say “don’t judge a book by it’s cover” but we all do it. Maybe you’ve had a similar experience in your life where, it wasn’t obvious at first, but looking back on it you realize that visual design played a major role in your decision-making. If so, I’d love to hear about it in the comments.