Epistemic valueis the perceived utility derived from an alternative capacity to arouse curiosity, provide novelty or satisfy a desire for knowledge (Sheth et al., 1991). The alternative may be chosen because the consumer is bored, curious or has a desire to learn.A customer may choose alternatives that are able to satisfy for something new or different or fashionable. Referring to the terminology,a customer might buy Halal cosmetics because he/she wants to experience a new and different product perhaps because the Halal brand offers unique experience. In this study, the research will examinethe effects of visual packagingdesign on customer value