Week 8 Packaging makes a lot of different kinds of contributions to a product Provides quite a few benefits can improve customer s satisfaction with the product EX aerosol packaging did for hair spray made more convenient Can affect how products are perceived can make products look more up scale packaging is used in many different ways increase sales Package design basic design issues size affect influence people s perception of size via shape or design make product look of greater volume Ex popcorn tall looks bigger than short boxes shape shape identifies the brand EX ketchup squeezable wide mouth Salad dressing typical shape Milk carton fold out spout Coke contour bottle Color identify the product category again attract attention for products sold through self service Colors have certain types of meanings Red heat irritation attract attention Blue calmness soothing cooling sunburn ointment EX young children bright primary colors Adults more muted more subdued reason why most cars kitchen appliances are muted tones Copy written portion of what goes on the package Limited space more visual or more graphic some legal requirements only symbols some people that can t read EX cough medicine instructions for cough medicine may have writing but also some symbols Little spoons for children Certain spoon symbol for adults Communicate easily and quickly what the dosage is have to be really careful when writing copy for instructions and for packaging in general Graphic design Order how various elements are laid out Symmetry more order but boring Variation less order but visually interesting Unity elements fit together Proportion emphasize certain elements Important elements make bigger Fashionable design in style If company updates changes look they ll advertise and promote so users recognize don t make radical change Services Marketing some unique characteristics associated with services that are not present with tangible goods Services are intangible can create some problems can t really reach out and touch life insurance Inseparability production can t be separated from consumption When you take an airplane flight the production of that service is also simultaneously consumed can t separate production of it from consumption of it Perishability exists in tangible goods and services produce at a grocery store clock on it and it s always becoming more ripe when it gets too ripe the value declines when it gets extremely ripe the value perishes Heterogeneity in services variance in the quality Consumers wants to avoid heterogeneity that s why we make hair appointments because we want to have the same person do it each time