John Maeda recently had a remarkable experience in a restaurant in Minneapolis. Here's a photo of what happened, followed by this commentary:
When sitting down at a restaurant in Minneapolis, I noticed the waiter replaced my white napkin with a black one. Apparently the tradition here is that if you are wearing black trousers or a dark skirt, the reasoning is that a white linen napkin might leave visible lint on your clothing so they immediately swap it for a black one. Such careful attention to detail surely develops trust.
A black napkin for black-robed laps feels just right, and is a world away from a crummy-looking nacelle on a passenger jet. It makes an empathic (and emphatic) statement; we care about the way you'll look when you leave our restaurant. And by making that statement, we say everything that needs to be said about the level of care poured in to the meal itself.
Good experiences -- the drivers of good brands -- are fractal, and everything matters.