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Vision

In: Customer Sense

Author

Listed:
  • Aradhna Krishna

Abstract

Apple is a company that has used visual components extensively in the design of its products and advertisements. The company’s logo consists of the picture of an apple with a bite taken out of the right-hand side and with a curved leaf on top. This shape is recognizable as Apple’s logo even when it appears in different colors or when it is made to cover the face of a man in a bowler hat in a laptop art decal that parodies a work by French artist René Magritte. Apple has also appealed to vision in its advertisements for the iPod, which have included the images of dark silhouettes against brightly colored backgrounds and pictures of iPods in different colors to form a virtual iPod rainbow. The shape of the iPod itself is visually distinctive; if I were to place the shape of an apple on a Walkman, it would appear out of place, and if I showed most people the shape of an iPod, they would be able to recognize it not just as a device for listening to music but as Apple’s music listening device. Thus, Apple has appealed to the sense of vision to make its products stand out in an increasingly large and diverse market of technological gadgets.

Suggested Citation

  • Aradhna Krishna, 2013. "Vision," Palgrave Macmillan Books, in: Customer Sense, chapter 0, pages 19-50, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-34605-6_2
    DOI: 10.1057/9781137346056_2
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