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