Week 15 - Industrial and graphic design Corporate identity, logos, etc. Signage, uniforms, store design, etc. Product design Packaging POP Collateral, brochures, posters, etc. Web sites and interactive

Traditional elements  Product protection  Ease of shipping  Easy placement on shelves  Prevent theft  Prevent tampering New trends  Consumer convenience  Contemporary and attractive design  Designed for ease of use Packaging

Labels  Provide another marketing opportunity to sell the product.  Inform the consumer about attributes and features  Show how the product will be used  Present social “benefits”  Must meet legal requirements.

Attributes Competitors Use or application Price/quality Product user Product class Cultural symbol Product positioning Consumer B-to-B International Markets Always is relative to competition -- context. Consumer perception is the reality.

Changes in private brands  Quality improvements  Lower prices  Higher store loyalty  Lower loyalty to manufacturer brands  Increase in advertising of private brands  Increase in quality of private brand store displays

Design examples Apple UPS Starbucks Target