The design of a milk carton isn’t going to change the flavour of the milk. Except that it does.

People can’t judge the milk until they drink it, but they can judge the milk carton in the supermarket.

People’s experience starts with the carton, and they then want the experience to continue as they expect it to.

So they experience the milk within the frame of reference of the carton.

Which is why a carton will cause people to pay more for milk that comes from the same factory.

What’s your ‘carton’? How are people judging you before they’ve tried you?