In the culinary industry, people tend to eat with their eyes first—if it looks good, it is probably going to taste good. This motto can be carried over into the retail industry as well. For instance, people shop with their eyes first; if the store does not look like it should, the consumer will walk away and the retailer will likely miss out on several sales opportunities. Therefore, if a retailer is trying to sell a premium product and the store looks bargain basement, they generally will not get, nor can they ask for, a premium price.