[slide 3a Case 1 Decoding the message

It was an effort to make the car look longer and lower. --Harley Earl

Break-down into MESSAGING FEATURES: A messaging feature is:

• A usually brief communication crafted into the design of a consumer product

• A meaningful mark, line, shape, pattern, brand, label, seal, banner, badge, decoration, symbol, gloss, color, aroma, spice, cadence, tone, edging, spangle, or appliqué added to a product to transmit information (rather than, e.g., to provide functionality, durability, or strength)

• Through messaging features, consumer products "speak" to us as gestures

• Messaging features evolve through a process of product selection

• We choose products that function properly and "express themselves"

0 0

Post a comment