Presentation = Perceived Value Pt. 2
Let’s return to this riveting topic:
the way you present something affects its perceived value.
The presentation of ideas, objects, products, personalities, services, and so on, can significantly impact how they are perceived and thus can be guided to specific results.
Of these two coffee shops, which one would you rather go to? Why?
Let’s break down the two images of (ai-generated) coffee shops above. Starting with “Oak,” we can see that right off the bat the brand color is a sea foam green, which is bold, bright, and exciting. The font seems upscale, elevated by the sign installation. The plants all around the exterior and inside also create an inviting environment. Outdoor seating is also approachable, particularly with the matching chairs. Although we can’t see the details of the inside, it seems as though there is a wide variety of products, drinks, food, etc. simply from the look of the outside.
Now, let’s have a look at “Julie’s” coffee storefront. The beige color is less exciting and more bland, the tile is nice but forgettable. The logo font feels more juvenile and unintentional. Interior-wise, it seems like it matches the blandness of the outside, blank walls and nothing that feels inviting.
Of course, we’re looking specifically at how these two shops are presented and why one may attract more patrons than the other. “Oak’s” products seem like they would provide better experiences and higher quality food and drinks. Without having tried either of the coffee shops’ goodies, the way their exteriors are presented influence the value of what you get as a consumer.
Between “Curly Coffee” and “Ouro,” where would you rather get your morning coffee? Why?
Of the first comparison of coffee shops, “Oak’s” bold and bright design made it seem like their products would be better compared to “Julie’s” beige, minimal storefront/brand.
Now we have “Curly Coffee” and “Ouro.” This comparison is to demonstrate that bold and bright design does not equate a better perceived experience and beige and minimal doesn’t mean it automatically seems inferior.
The way “Curly’s” colorful brand is implemented seems juvenile. The different fonts cheapen the benefit of highlighting a bold logo. Colorful elements can be done well, but without solid direction and knowledgeable design, it can come across as childish and cheap.
“Ouro’s” beige and minimal design feels very intentional and like they knew what they were doing when designing a brand and a storefront presence. Down to the lighting and materials, “Ouro” radiates quality and a reverence.
Ultimately, it boils down to intention, implementation, and taste. The ideal clientele varies for each of the coffee shops as does the perceived value placed by imaginary passersby.
What do you think? Did you find yourself subconsciously associating higher value with one more than another?
