Of course it’s not the most important thing. The content inside, the craftsmanship, artistry, service, the ingredients and how they are put together...the dance makes it remarkable.
But the building, the packaging, the uniforms...it sets a stage...creates an expectation of what might be. How much time did they put into it? Was design at all important? Does it lead me to be curios? Would we miss it if it were gone? Or is it just another box with different colors, a building without nuance, more vanilla when we already have so much.
Sure, the chocolate inside, the customer service, the click beyond the home page might be remarkable. But how were we to know? Craftsmanship at the front door matters too.