The rise and fall of Good, Better, Best packaging 

Published on December 5, 2025

The Good, Better, Best (GBB) packaging model has been a staple in technology, media, and telecommunications industries, offering tiered options to cater to different customer segments. This article explores the journey of GBB packaging, its impact, and lessons learned.

At its core, the GBB model taps into behavioral economics and psychological pricing, specifically the concepts of choice architecture, price anchoring, and the decoy effect. If you present three choices, people tend to avoid the extremes (too cheap or higher priced) and gravitate toward the middle.

Some of the earliest consumer-facing examples come from physical product…

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