emotional appeals operate a more holistic level than attribute based appeals ʻ

Emotional appeals operate a more holistic level than

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! emotional appeals operate a more holistic level than attribute-based appeals ! ʻ multidimensional stimuli are initially processed as “unanalyzed wholes ʼʼ
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Forms of value ! Social value - product’s ability to achieve the social objec1ves of the consumer ! Altruis?c value - by being seen as morally right, proper , or good, such as the emo1onal benefits one receives from using biodegradable products or from making charitable contribu1ons. ! Affec?ve value - the benefit of a product in terms of the emo?ons it provokes ! e.g. exhilara*on, coolness, joy, passion, trust, indifference, anger, hate
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Visual Design ! Visual design is primarily focused on the genera1on of emo1onal value – concepts include ! Zeitgeist - the unique spirit, nature, or climate that sets a certain era apart from all others (Mamyama, 1998). ! Natural metaphors - designs that mimic, either subtly or overtly, a creature or object found in nature ! Product personality - designs with more personality provide higher symbolic or self-expressive value e.g. rugged, sincere, exci1ng ! Novelty - simple idea that being different from the compe11on or from consumer expecta1ons is desirable ! Examples: German-based Novero’s bluetooth range developmet
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Zeitgeist?
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Volvo design cues, presented through the S60 model are consistently used throughout the entire Volvo product portfolio. Karjalainen, International Journal of Design Vol.1 No.1 2007
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Volvo design cues in CX90, V50, V70, S90, XC60 - helping to drive brand recognition and value
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Brand evolvement enhances Visual design values The more established, recognised and/or ‘sophisticated’ brands are perceived, the less becomes incorporated in the visual device that communicates it. 1940 1990 today
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Design Exercise 1 Using the objects available and/or using your laptops, can you identify elements of: 1. Packaging that enhances the product? 2. Packaging that becomes part of the overall product? 3. The emotional appeals they convey ?
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The purpose of packaging ! The aims of packaging include: ! prevent physical damage, e.g. from knocking, shaking or crushing; ! prevent contamination from micro-organisms, pollution or vermin; ! protect against dehydration or dampness; ! protect the product’s nutritional and sensory characteristics; ! keep the product in peak condition; ! help to increase a product’s shelf life.
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Packaging types ! All materials used to package food have economic and practical reasons for their use. ! The main packaging types include: 1. Glass 2. Plastic 3. Metal 4. Paper and paper based products - reports/scientific-status-summaries/food-packaging.aspx
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Glass ! Is one of the oldest packaging materials but there has been a decline in its use and a trend towards toughened plastic ! Traditional and quality aspects often communicated - reports/scientific-status-summaries/food-packaging.aspx
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Plastic ! Greater development in this area over the last decade ! Versatile - plastics can be flexible or rigid, and can be moulded into shapes !
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  • Three '17
  • SCHOOL OF ECONOMICS

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