MARK320 Lecture Notes - Lecture 2: Trade Dress, Gilette, Just-Noticeable Difference
13 Jul 2018
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Document Summary
Sensation and perception perception is the process by which sensations from the environment are selected, organized and interpreted. Hedonic consumption hedonic consumption - multi-sensory, fantasy, and emotional aspects of consumers" interaction with products emotional aspects that delight the senses the power of design - macbook, gilette sensor, etc. Mark 320 - consumer behaviour blue background - people give more imaginative responses about the message/information. Colours and product messages colour in packaging design is critical black (sexy, sophisticated) vs. blue (clean, fresh) packaging for male toiletries. Mark 320 - consumer behaviour especially if the smell is related to the product - victoria"s secret uses owery scents in the stores because they encourage trial and the product, feminine. Sepsop has repetition in it and ows more easily e. g. a bass or subwoofer use less light vowels because people prefer them for the brand.
