After traveling to Shenzhen, I noticed an interesting product detail: local beverage bottles are filled almost all the way to the top, with the liquid nearly touching the cap.
My co-founder Ian thought this was bad design.
“Every time I open one, it spills everywhere! How is this okay?”
But from a value-perception angle, things might look different. I laughed and said:
“Maybe it’s not bad design. Maybe they’re giving customers more volume. Just open it slowly?”
User experience vs. Perceived value
This seemingly small detail is actually a common trade-off in product design: how we balance user experience against perceived value.
- For Ian, experience matters more: “Don’t spill on me!”
- For the manufacturer, capacity matters more: “Make people feel they’re getting more!”
The fill level of a bottle reflects culture, consumer psychology, and brand strategy.
So what about you?
If you were designing this drink, would you choose 95% or 99% full?
