Disadvantages of mobile phones Essay

It was the worst morning ever. when Carl woke up ,he realized that he did do his astronomy and chemistry home work .also ,the forecast called for rain and that would affect baseball practice .suddenly ,his mother yelled ,’’take out the garbage right now !’’When Carl returned from taking the garbage outside, he was all wet.’’ What a terrible day,’’he said. He walked up to class .he put his umbrella on the shelf and sat in the third row but the teacher asked why carl‘s umbrella was on the floor he told her not to blame him. But she sent him to the principle out of spite. Next, he took a geography test. Despite studying, Carl didn’t know the answers .he started drawing lightly on his paper Carl drew a huge dinosaur .what if it were real? He saw it in his mind .Carl’s class said he was a genius for having a dinosaur. It could interfere with math class, too! Soon, Carl’s fame speared through school. He thou ght his dinosaur to be very gentle and put it on exhibit. But admission would only be given to those classmates who paid him a fee .his idea was super.’’It’time to turn in your test,’’the teacher said .Carl looked at his paper .as he dreaming in class, he hadn’t finished the test! Our vision Creating an excellent city that provides the essence of success and comfort of sustainable living Our mission Working to plan ,design ,build and manage the municipal infrastructure ,facilities and service through the appropriate investment in our human and other resources maintaining the sustainable development

Management Information Systems 12th Edition

1. What are reasons behind Collection services in your library (Pl. put ‘ ‘ on appropriate number) 1. Book Acquisition/ Collection Development 6. 1. 1. Quick response from suppliers [pic] 6. 1. 2. To save money and time of library [pic] 6. 1. 3. To reduce procedure and workflow to get books [pic] 4. To achieve greater efficiency [pic] 5. To get much discount [pic] 4% says yes for the quack response from the supplier and 64% says that it is save the time and money of the library and 71% says that it is also reduce the workflow of the gets books to the library and get more discount for the purchases the book for the library and 86% says the achieve greater efficiency for the book acquisition or collection development. 1. Books Processing Related Function 6. 2. 1.To get books in Ready-To-Shelf position [pic] 6. 2. 2. To reduce time in book processing tasks [pic] 6. 2. 3. TO concentrate on core services/function(Core means LIS education is required to understand the service/f unction) of library [pic] 4. Lack of staff with library [pic] 5. Lack of time with Library staff [pic] 6. To allow users to get book issued from library within sort span of time [pic]Book processing related function means To get books in Ready-To-Shelf position is 57% yes and other says no, To reduce time in book processing tasks is 64% says yes , TO concentrate on core services/function(Core means LIS education is required to understand the service/function) of library is says 43% yes and other 57% says no, Lack of staff with library is 43% yes and, Lack of time with Library staff is says 79% yes, To allow users to get book issued from library within sort span of time is says 71% yes and remain no. 2. Books arrangement and maintenance 6. 3. 1. Lack of Library staff [pic] 6. 3. 2.Concentration on core services/ function of library [pic] Book arrangement and maintenance have to problems one is lace of library staff and other is concentration on core services79% library staff says tha t the library staff is required more for the arrangement and 79% says no for the concentrate on the core services of the library. In the library the staff is not available for the arrangement of books and other core services . 3. Book Preservation and Conservation 6. 4. 1. No expertise with library staff in preservation and conservation tasks [pic] 6. 4. 2. Rare materials needed special care to preserve [pic] 6. 4. 3.Photocopying, digitization, binding, deacidification etc are considered technical jobs [pic] The book Preservation and Conservation is consider 79% yes for No expertise with library staff in preservation and conservation tasks, 71% yes Rare materials needed special care to preserve and 71% no for Photocopying, digitization, binding, deacidification etc are considered technical jobs. 4. Circulation 6. 5. 1. Lack of library staff to performed this task [pic] 6. 5. 2. To run library for late hours [pic] 6. 5. 3. To concentrate on core services/function [pic] Circulation is most important function of the library it is says that 71. 9% says yes for the lack of the staff perform the task of the circulation, 71% no for the run library for the long period of the time means late time and 50% for the concentrate the core services of the library. 5. Classification/Re-classification 6. 6. 1. Reclassification from one classification system to another [pic] 6. 6. 2. To complete the backlog [pic] 6. 6. 3. For completing the classification task within stipulated time [pic] 4. Lack of staff [pic] 5. Lack of time [pic] 6. Cateloguing /Re-cataloguing 6. 7. 1. For Completing of backlog [pic] 6. 7. 2. For completing the cataloging within stipulated time [pic] 6. 7. 3.For cataloging of foreign language materials [pic] 4. Lack of staff [pic] 5. Lack of time [pic] 6. Reducing cost in cataloging [pic] 7. Periodical subscription 6. 8. 1. Lack of time with library staff [pic] 6. 8. 2. To reduce burden on periodical subscription and follow-ups tasks [pic] 6. 8. 3. To concent rate on core services/functions [pic] 8. Reference/e-reference Services 6. 9. 1. Due to increasing of inquiries from users of library [pic] 6. 9. 2. Due to opening Distance education centres [pic] 6. 9. 3. TO increase number of working hours (late evening and early morning) [pic] 4. Lack of professional staff in library [pic] 5.Due to increasing research projects in institute [pic] 6. 10. Indexing 1. Lack of staff to perform the task [pic] 2. To complete backlog of periodical articles indexing within stipulated time [pic] 3. TO uses standard terminology while indexing of periodical articles. [pic] 4. TO concentrate on core services/functions of library [pic] 10. Translation Service 1. Lack of translator in library [pic] 2. Due to increasing demand of translation among library user [pic] 3. Lack of translating skilled and subject’s knowledge in library staff [pic] 4. Translation job is non-library activity and it should be performed by translator pic] 11. Photocopying 1. Due t o increasing price of photocopier machine [pic] 2. To reduce burden of maintenance [pic] 3. To reduce risk of technology that becomes obsolete [pic] 4. Lack of quality if it performed in-house by library staff [pic] 5. To reduce operational and capital cost [pic] 12. Stock verification 1. It is labourious and non-routine (once a year)job. [pic] 2. Library does not want to use its staff in this job [pic] 3. TO avoid burden of staff recruitment for this job [pic] 13. Computer Desktop related functions 1. Lack of skill or knowledge of computing functions [pic] 2.Lack of computers, equipments, softwares and hardware in library [pic] 3. To concentrate on core areas of library [pic] 4. Lack of staff [pic] 14. Automation 1. Lack of expertise on this area in library staff [pic] 2. Lack of time [pic] 3. Lack of library staff [pic] 4. Lack of resources, equipments and technology in library [pic] 5. Concentration on core services/functions of library [pic] 6. Increasing efficiency in library s taff [pic] 15. Digitization 1. To get good qualities in digitized work [pic] 2. Lack of knowledge/expertise in digitization work [pic] 3. To complete digitization in stipulate time pic] 4. To complete the backlog [pic] 5. Lack of knowledge of standard of digitization [pic] 6. Lack of software, Hardware and other equipments with library [pic] 7. To concentrate on core services/functions of library [pic] 16. Retrospective Conversion of Records 1. To convert the data (backlog) from one system to another (e. g. Libsys to KOHA) [pic] 2. Lack of manpower [pic] 3. Lack of knowledge of concern software/system [pic] 4. Lack time with library staff to convert data form one system to another [pic] 17. OPAC/Bar Coding/RFID 1. To resolve trouble shooting in library software [pic] . Barcoding, labeling etc are laborious jobs [pic] 3. Library staff has not enough knowledge to maintain RFID [pic] 4. To make stock verification (automatic) process fast [pic] 18. Webpage Designing/Library Portal Creat ion 1. Lack of knowledge in webpage designing with library staff [pic] 2. To give professional touch to the library portal [pic] 3. To concentrate on core service services/functions of library [pic] 19. Data Server/Data Storage 1. To reduce risk of the software, hardware that become obsolescence [pic] 2. Lack of skilled or expert persons in Library [pic] 3.To gain benefits of resources, investment and expertise of agency [pic] 20. Digital Archival Management/Institutional Repository 1. Lack of knowledge of software among library staff [pic] 2. Lack of time to create digital library [pic] 3. To reduce risk of media, hardware, software become obsolescence [pic] 4. Lack of knowledge of international standards to create metadata [pic] 21. Entire Library/Library Management 1. To reduce responsibility of administration works [pic] 2. To concentrate on core services/functions of library [pic] 3. To reduce burden of employee related issues [pic]

Film Journal Essay

1. How does Hitchcock introduce us to the two principle characters? Where do the scenes take place and how is the camera placed? In the case of Alicia Huberman (Ingrid Bergman), her father’s prison sentence leaves her skeptical of others, yet longing for a new companion in her life. She has a reliance on alcohol to wash her troubles away. R. Devlin’s (Cary Grant) a stranger from the party, a very mystery man. The Party takes place at Miami, FL. The camera pans right across Cary Grant’s back and comes to rest behind his right shoulder. The camera is placed behind and to the right of Cary Grant who is sitting and facing away from the camera. In the immediate foreground masking out a small portion of the bottom left corner of the frame is the silhouette of Cary Grant’s right shoulder and part of his head. This establishes that it is a tacitly objective shot from the point of view of Cary Grant. As we move to the right though the frame in the foreground Ingrid Bergman is sitting facing towards Cary Grant and the camera at eye level. It is a medium shot from her navel up and she sits nearly in the center of the frame in front of Cary Grant. Their relation relative to each other is conclusive of a possible a romance and long lasting connection. In the background dividing the frame in half behind Ingrid Bergman is a couple dancing. Finally, in the foreground on the right side of the frame sits a man who is profiled and masks out about a third of the bottom half of the frame. The significance of the guests framed is they act as a sort of mask leading our eyes to Ingrid Bergman’s glances and expressions toward Cary Grant in the foreground of the frame. , the shot establishes Cary Grant’s role as a man of mystery and foreshadows an element of romance between Ingrid Bergman and Cary Grant. 2. How does Hitchcock get us to identify with and care about the two lead actors Carey Grant and Ingrid Bergman? One scene that illustrates the tensions in Alicia and Devlin’s relationship is when Alicia enters Dr. Barbosa’s office to ask the investigators for advice on marrying Sebastian. When Alicia enters the room is a long take. As the men stand up to greet her, their shadows eclipse most of the frame except for Alicia’s face. Moreover, the men’s bodies are cut off by the edges of the frame as they accommodate Alicia, while she stays in the middle  of the frame in bright light. These three elements emphasize that Alicia is the center of attention. Hitchcock is glorifying Alicia for Devlin to tease him because he cannot discuss his feelings for her. Even though all of the other men surround her, when Alicia says the word, â€Å"marry,† there is a cut to a shot of Devlin still standing by the window. The low key lighting allows the venetian blinds to create streaks of light over Devlin’s body. In this situation, these lines represent the entrapment of his emotions. During the interaction, the shots on Alicia and Devlin become tighter because they are expecting each other to be conflicted with her marriage to Sebastian. Neither, however, will admit their concerns, and they are both surprised. At the end of the scene, the camera pans with Devlin as he exits, giving the effect that he walks a large distance in a short period of time and emphasizes his discomfort. The shot then lingers on Alicia’s expression of disappointment while keeping the door in the corner of the frame. In addition, When the men are alerted to Ms. Huberman’s arrival, there is a close-up of the back of Devlin’s shoulders and head. Cary Grant quickly shifts his weight back and forth which conveys the nervousness that Devlin is feeling because he loves Alicia. However, for the sake of the mission, he must admit it. He also begins to turn around, but has to collect himself once more before joining the conversation to defend Alicia. The ensuing exchange of banter further divides Devlin from the others as they are portrayed in a wide three-shot, versus the close-up on Devlin’s upper body. This framing choice makes it clear that the sides of this argument are three against one, and that Beardsley and Prescott have lost some trust in Devlin, because they can tell that Devlin has feelings for Alicia. 3. How would you describe the mood or tone of the film in visual terms? Alfred Hitchcock incorporates multiple instances of point of view editing and cross-cutting to explore man’s intimate feeling of helplessness. He accomplishes this task by creating tense situations in which the viewer is more informed than the characters. However, the viewer’s omniscient range of narration is stifled by several occurrences of perceptual subjectivity, creating a momentary feeling of helplessness within the viewer. The first takes place after Alicia (Ingrid Bergman) has consumed a large amount of alcohol and has decided to drive a car with Devlin (Cary Grant).  At first, the camera is stationary and the car is seen rapidly approaching and swerving from a distance. The next shot is from the hood of the car and has both Alicia and Devlin within the frame. It is clear that Alicia is not fit to drive, but the stationary camera does not evoke an immediate response of fear. Hitchcock understands that the scene could be more terrifying and has Alicia bluntly ask Devlin if he is â€Å"scared†. Furthermore, Hitchcock is having Alicia ask the viewer if he is scared and follows up the direct line with a point of view shot from Alicia. It is only during this shot from the view of a drunken driver, along with masking the camera with uncontrolled hair that the viewer feels truly out of control and terrified. Although this shot seems like it doesn’t significantly contribute to the plot of the film, it is the first time that the viewer if allowed to peer through the eyes of a main character and demonstrates Hitchcock’s understanding of perceptual subjectivity. Hitchcock also adds suspense to the film by using cross-cutting to leave the viewer eagerly helpless within the limitations of time. The major scene that uses cross-cutting to compress time and space is during the large party that Sebastian hosts at his house. Before Devlin and Alicia break into the wine cellar, a sense of urgency is immediately generated as Alicia explains to Devlin that they must complete their task before Sebastian’s server has to replenish the wine supply. This line of dialogue creates pressure and sets up the opportunity to use crosscutting to indicate urgency. Hitchcock uses cross-cutting, or â€Å"alternate shots of two or more lines of action occurring in different places simultaneously’’ between Devlin and Alicia’s pursuit and the dwindling wine supply in order to make the viewer constantly aware of the overall situation. This is significant because only the viewer is allowed to see how much time Devlin and Alicia have before they get caught. By alternating between these two shots, Hitchcock also minimalizes the space between the two events. The viewer assumes that once the wine is gone, then Devlin and Alicia will be caught. The viewer is not show the space between the wine cellar and the table upstairs, but rather the immediate surroundings of the separate characters. Hitchcock uses this technique to directly infuse suspense into the viewer’s perception of a situation. 4. Describe a few of the most visually stunning shots? Hitchcock also uses point of view editing to define the relationships between characters. In the scene when Alicia wakes up after the midnight drive, there is a series of oblique shots of Devlin walking into the room. It is clear that this is the perceptual subjectivity of Alicia because one of the shots rotates to mimic her rotation in the bed. Oblique shots are typically used to show mental instability, which in this case, is caused by Alicia’s alcohol consumption. In these shots, Devlin is seen standing over the camera, which shows that he is protecting Alicia. Even though the two had met the previous night, this gesture allows Alicia to trust Devlin, and their relationship intensifies. Another stunning shot scene is when Sebastian searches his wine cellar. Since he was engaging in illicit activity, Sebastian could not trust Devlin after he sees Devlin kissing Alicia. He is suspicious that Devlin had stolen the key to steal a wine bottle. Though the cellar appears to be untouched, Sebastian is compelled to look back once more. A cut to a high angle shot of liquid in the sink is enough evidence to tell Sebastian that a bottle had been broken. For Sebastian, this shot reveals that Devlin is an American agent, and that Alicia is involved in his plot. At this moment, Sebastian learns that he cannot trust his wife, or Devlin. The hostility comes to a climax during the last scene when Devlin removes Alicia from Sebastian’s custody. Sebastian’s objection to this is enough let his associates know that he has jeopardized their cover. Alicia is poisoned is another example of perceptual subjectivity. She does not realize that Sebastian discovered her true loyalties, so she does not anticipate that Sebastian would harm her. After drinking the coffee, there are quick zooms on Alex Sebastian and Madame Sebastian (Leopoldine Konstantin). These show Alicia’s realization of their intentions and that they can no longer be trusted. In addition, there are several shots when the frame gets warped and the other actors become silhouettes. These images are accompanied by a chaotic score, which has an equally nauseating effect on the viewer as it does for Alicia. These point of view shots are the culmination of Alicia and Sebastian’s betrayal of one another which are very  interesting. 5. What are some of the things about the film that impressed you the most? In this move, each of the main character has difficulty in finding mutual trust with one another. Since each character has their own motive, they are only willing to open themselves up enough to achieve their goals. None of them admit to their true feelings until Devlin rescues Alicia, which finally implies that their trust and love are reciprocated. The range of narration, which is mostly omniscient, helps bring out the progression of each character. Alfred Hitchcock really did a good job uses mise en scene to convey the level of trust in each character’s relationships.

Management and Motivation Essay Example | Topics and Well Written Essays - 2000 words

Management and Motivation - Essay Example A. As the workplace structure and workers themselves change, management faces the problem of how to motivate employees (Gerstner, 2002). Gerstner (2002) poses the questions of "How do you pull the levers of motivation to change the attitudes, behavior, and thinking of a population Different people are motivated by different things that may include money, career advancement, and recognition" (Gerstner, 2002). Effectively changing the attitudes, behavior, and thinking of workers demands that a manager knows what levers of motivation to pull in the first place. B. A global executive should provide leadership and direction to management levels according to business goals, mission, and vision. Global leaders and executives have certain characteristics and skills in order to succeed in the globalize world of business (Gregersen, Morrison, & Black, 1998). C. Knowing how to motivate well will enable managers to realize the full potential of each employee. Much literature about theories of motivation and work relate to the subject of inspiring employees to be their best (Gagne & Deci, 2005). D. This report will discuss motivation and how managers can use it for a better, more profitable, efficient workplace. This report will also explore the different theories, concepts, and practices managers can use to motivate employees. E. ... Much literature about theories of motivation and work relate to the subject of inspiring employees to be their best (Gagne & Deci, 2005). D. This report will discuss motivation and how managers can use it for a better, more profitable, efficient workplace. This report will also explore the different theories, concepts, and practices managers can use to motivate employees. E. A leader is a visionary who has the end goal in mind and can see the big picture. A leader is a motivator of his/her followers. There are a variety of leadership styles a leader may holds; what separate a leader from the rest are the traits they posses to succeed and the various background assumptions held true by the . Some of these traits may include intelligence, self-confidence, determination, integrity, and sociability (Cox, 2001). F. Executives are motivated by the goal and fits in the business component. S/he reacts rationally to external conditions and develops new ideas. This person holds superior information in regards to customer needs and company resources. A leader can visualize change and progress as well as the creation process. These leaders have certain characteristics such as creativity, innovativeness, and flexibility, posses certain leadership characteristics as high ethical standards, energy, prioritization skills, commitment, dedication, goal orientation, empathetic, and extroverted. Leaders adapt leadership styles accordingly in order to better create and develop new ideas or reform existing ones (Northouse, 2004). G. A manager's job is to get things done through employees, so knowing how to motivate employees is always a challenge that has never been easy and is not getting

Marcating communication Essay Example | Topics and Well Written Essays - 4000 words

Marcating communication - Essay Example To make IMC an ongoing successful process, Unilever needs to allocate funds for this purpose separately and ensure that it maintains reserves so that it can smoothly carry on with its promotional strategies. This would enable the company to run its promotional campaigns smoothly without suffering significant bottlenecks. Marketing communication has become one of the most important aspects that an organisation needs to pay attention to as adoption of proper marketing tools determines the success of the company and its long term sustainability in the industry as a whole. The art of communicating the features of a product to the customers determines whether the product would be an instant hit or would be killed in its early stage of its life cycle. Unilever is one of the leading company’s in the consumer goods market offering a host of products starting from consumer durables to personal care and food items. Being a large organisation with almost 400 well–established brands, the company has felt the increasing need of integrating the various tools of communication to reach its consumers at large and convince them to use their products. The company has adopted IMC approach to build its niche in the market. This has helped the company to steer its growth in the industry and attract increasing number of customers. Though IMC offers a host of advantages but it also has its own set of disadvantages. The company has estimated that it needs to adopt proper strategies in order to offset the demerits of IMC. To differentiate itself from its competitors, the company has adopted unique modes of communication and has designed its advertisements in such a way that it attracts increasing number of customers. This has made prod ucts of Unilever one of the most demanding amongst the customers across the globe Integrated Marketing

HRM CASE STUDY Example | Topics and Well Written Essays - 1750 words

HRM - Case Study Example Wal-Mart stores, Target corporations and toys for us were the retailer out lets through which most of the revenue the company had in 2000. The company has gone through many ups and down for many reasons. The growth by acquisition strategy adopted by CEO Jill Barad had failed showing an 82.4 million loss in 1999. following the heavy loss Jill Barad was replaced by Robert Eckert, who decided against a cost cutting strategy to amplify the profit. He better focused on work force management, giving its managers sophisticated training which included the global leadership program and seminars on leadership. How did the strategy of training managers to become leaders ultimately turn out to be The workforce strategy was aiming at developing effective teams. Trying to foster teamwork and brake down the silo mentality with in the organization was a Herculean Task for the prevailing corporate set up of Mattel. What were the challenges they came across during the process The purpose of this paper is to go beyond the information given by Mridu Verma (2007) and to analyze and critically evaluate the strategy in the light of today's human resource management capabilities and limitations in the corporate circumstances. In order to understand the intensity of the developments and the fruitfulness of the out come close look at the company background is essential. Mattel's was founded by Elliot and Ruth handler in the year 1945. Gaining from the absence of quality and verity in the toy's market the company had recorded a $100,000 sale in the first year even with the least experience they had. The company made use of the popularity of television westerns when they have introduced toy replicas of the classic western guns and holsters in 1957. Later on they introduced Barbie Doll with its clothes and accessories, the company kept on conquering the market with its sale on the increase hitting the $100 million mark in 1965. By the end of the decade they were the world's number one toy makers. It was the time when the company established and developed itself with diverse operations into a world wide enterprise with a host of acquisitions. Some of those major acquisitions are Dee & Cee Toy in 1962, Standard plastic Products Hong Kong Industrial and Precision Moulds in 1966, Rosebud Dolls in 1967, monogram models and A&A Die casting in 1968, Ratti Vallenscasca, Mebetoys, Ebiex, H&Hpalstic Company and Met frame in 1969. However, in spite of the acquisitions by the year 1985 Mattel fell behind the Hasbro as the world's largest toy Maker. The 70s have seen many financial irregularities and finally a new management under former vice president Arthur S. Spear had take control of the organization in 1975, by when many of the business acquisitions the company had were running on loss. "John W. Amerman, who became the CEO in 1987 moved to quickly to cut Mattel's overhead by closing 40% of the company's manufacturing capacity, including plants in California, Taiwan and the Philippians. He laid of workers at Mattel's corporate headquarters in California saving at least 30 million annually. He turned the company around by focusing on brand names with staying power such as Barbie and hot wheels and by making selective investment in the making of new toys. Despite a

The Japanese Reasoning for the Attack on Pearl Harbor Research Paper

The Japanese Reasoning for the Attack on Pearl Harbor - Research Paper Example However, the losses were very less comparatively but the attack did result in America entering the World War II officially. The Empire of Japan and the United States of America started going separate ways in the 1930s due to differences over China. Japan began this by sending its men to Manchuria which was then a part of China. This land was conquered and taken over by the Japanese in the year 1931. It was in response to this that the United States formed the Stimson Doctrine named after Henry L. Stimson who was the Secretary of State of America in the Hoover Administration. This Doctrine stated that America did not recognize any changes made internationally regarding the addition and/or exclusion of territories that were carried out by force. This was mostly to warn Japan that it was not counting Manchuria as part of the Japanese Empire because they had taken over the land by conquering it. Thus, in their eyes, Manchuria was still a part of the Chinese land. Six years in the future i.e. in 1937, Japan started a long but also a mostly unfruitful campaign to take over the whole of China. By 1940, the government had joined the Axis Alliance and become an ally of the Nazi Germany. By 1941, Japan had managed to conquer Indochina. Watching these steps taken by Japan alarmed the United States as it had its own economic as well as political interests in the East of Asia1. To bring a halt to its plans of conquering China, America raised the total amount of the military and even the financial aid that it was providing to China so that it could protect itself even more properly against the attacks. The States also started a program, including Dutch East Indies and Burma, which was at that time controlled by the British, to strengthen its military power in the Pacific. Together, they hit Japan where it would hurt the most; they â€Å"froze Japanese assets in the United States, thus bringing commercial relations between the nations to an effective end. One week later Roos evelt embargoed the export of such grades of oil as still were in commercial flow to Japan†2. They stopped exporting oil, steel, scrap iron and the other necessary raw materials that Japan required to produce goods for its own people. The country was very short of natural resources and had been buying them from other lands, including the States. Once America placed this embargo, particularly on the export of oil which they most certainly needed for military uses, the Japanese government saw these actions to be threatening towards the nation’s growth3. America, on the other hand, was making quite a dent in the economy of the country so that the Japanese would stop using their few precious resources to invade China, and would move out instead4. However, Japan refused to give in and kneel to America’s indirect demands and did not withdraw from China. To fulfill their needs, the Japanese leaders came up with a plan to take over those lands in the South east of Asia, which were rich in natural resources, so that they could continue with their production of the required goods5. They did, however, realize that this move would lead to them going against the United States and unofficially declaring war. That being said, Japan still thought that it could convince the United States to remove the sanctions so that they could go back to importing the resources that they required. They did need a greater oil supply especially since they were

How Can Small Businesses Practically Benefit from Cloud Computing Research Paper

How Can Small Businesses Practically Benefit from Cloud Computing - Research Paper Example Companies can switch services or use more complex software and platforms without incurring any capital expenditure. This arena has special implications for small businesses as they have the most to gain from it. The decrease in costs helps small businesses and start-ups to access and use applications that they could not afford before. It also enables them to share data and communicate easily with remote locations. Cloud computing is not dependant on any system except internet and thus things can be done faster and more efficiently. New applications can be launched and implemented without incurring high costs. Cloud computing systems can provide smaller companies the same level of software as large companies at lower costs. Cloud computing systems have better security systems and are better at managing and processing data. They can accommodate the company’s needs during peak seasons and reduce operating costs during low seasons. The pay as you go method decreases wastage of res ources and finances and helps in trimming the IT budget. The around the clock availability of data helps in increasing productivity. Thus, smaller companies face numerous benefits from cloud computing. The issues of privacy and security should however be considered. The cloud service provider can retain and use information about the business and is not held responsible for data security. Many instances of servers crashing have been noted causing many companies losing their data or being unable to access their files. Small businesses should always conduct thorough research and read the fine print before committing to cloud applications. Business needs should be kept in mind and a reliable vendor should be chosen.

Enterprise Data Warehousing and Data Mining Coursework

Enterprise Data Warehousing and Data Mining - Coursework Example To this end data mining systems are used, are they all they could be and are they really the only way of sorting the chaff from the wheat? Keywords: data, mining, search, find, information, business intelligence. Implementing Data Warehousing To bring a data warehousing system into a company means first analyzing the situation that exists, the size of the organization, its present systems and what they can do to improve the problem without extra costs, it is quite likely there are professional statisticians in the company who simply need help to get their work done a little faster. To bring a new system into the company means ensuring there is a business need as that must always drive implementation so there must be an emphasised need such as competitors are getting products to the marketplace first. Stated by Davis (1994). Once it has been decided there is no choice, but to purchase, then a study of what applications are available in the marketplace must be done, a needs definition will give information on just what is needed from the new system, it may need to be custom built or modified such as has been done for the data mining tool now used by Jaeger. Stated by Grant (2008). With a large company there are going to be many demands from different groups for something that addresses their needs, but as a person responsible for buying the tool it is important it can answer as many differing demands as possible. The implementation often means a company must upgrade its present IT, its hardware, networks and PC’s may need replacement or upgrading, so the cost of implementation becomes more than just the cost of purchasing the new system. Thearling, (2003). Figure 1: Convergence of Three Technologies for Data Mining, Thearling (2003) Once the data warehouse is in place data mining can begin, but the two things are separate, data warehousing is not data mining. For data mining to go ahead it is probable that software for this role will have to be bought, and implemented after the warehousing system is in place, creating a time delay. Applications available include: Sybase IQ 15.3 -- this business intelligence/analytics and data warehouse focused relational database management product is now powered by a so-called "new generation" of shared everything Massively Parallel Processing (MPP) technology. Bridgwater (2011). Another application is that used by Jaeger's new loss prevention programme aims to change managers' behaviour by giving them the data they need to take action. Jaeger went to UK loss prevention specialist Oris, which has a strategic partnership with product identity and shrink management company Checkpoint Systems. Oris also supplied IDM Systems' Oracle-based LossManager data mining application. Data from its electronic point of sale system lets Jaeger identify the source of losses, integrate information from other applications such as RFID and CCTV, monitor investigations, and provide action alerts for managers. "From data mining we knew that 84% of goods stolen were taken from near doors, despite 70% of our [more than 120] stores having tagging," Hearn said. Stated by Grant (2008). Benefits of a Data Warehousing System Data warehousing can be very useful in the right situation, it can give just the information needed from all

Video Game Console Essay Example for Free

Video Game Console Essay Introduction This three year strategic marketing plan for the Alpha System has been created by its founders to secure additional funding for growth and to inform employees of the company’s direction. The first year of the marketing plan will be a tactical/guerilla approach to marketing with certain objectives and goals to meet. Even though Alpha Systems was launched 2 years ago on a Kickstarter campaign, the firm has seen tremendous growth over the last several months. We have had a lot of recognition from major video game publications and blogs. Our beta group has given us the right feedback to improve our video game system and worked out all of the major flaws in the system. The demand for our console is predicted to be high after we tried to get funding on â€Å"Shark Tank†. There was enough demand that we had to limit the number of beta tester request. Our pre-sale Kickstarter campaign saw high demands for people wanting day one systems. The market segment we service has been very receptive to our system launched with a high quality aluminum console, which is available in several popular colors to reflect our user’s personal style. Over the next three years, Alpha Systems can increase distribution, and enter a new era for our console and accessories; which will increase our bottom line sales and affect our return on our investment into our system and winning customers from the major gaming system platforms. Mission Statement â€Å"Our mission is to merge the valleys and gaps between the popular gaming platforms. It will allow users to play all popular games across multiple platforms on a single system; eliminating the need for multiple video game machines and accessories.† Product Description and Classification Alpha Systems video game console system will support all major video games system platforms, and allow you to use the online content provided by the game. There is a custom dashboard and the operating system reads all of the codecs that PlayStation â„ ¢, Xbox â„ ¢, Nintendoâ„ ¢, and retro games. The Alpha  Console will have the ability to support surround sound and high definition video. The system will also support DVD, and Blu-ray codecs. There will be two controllers in the box with an optional smart controller that customers can purchase. The system will have 16 GB of DDR3, and a two terabyte SSD hard drive. The operation system will be based upon open source Ubuntu with a dashboard look at feel. There will be support for web browsing and online video streaming. Applications like Spotify and Netflix will be pre-installed. Product Classification The Alpha System will fall under the classification of a Specialty Product Offering classification of the three-way product classification system. By providing a single console for you to play all of your favorite games on without the need for multiple systems to play the games one. Alpha System will become the premier video game system. Target Market Our target market is parents of teens who are looking to give their children the latest in technologies, and young adult’s age 19 to 25 who are avid game players, and have the disposable income to buy a higher end gaming system. Also we would target people who would want a single system, but yet would want to play games exclusive to PlayStation â„ ¢ and XBOX â„ ¢ and other gaming systems. Competitive Situation Analysis Analysis of Competition using Porter’s 5 Forces Model Competitive Rivalry: Our business model and advertising is directly pointed to compete in the same arena as Microsoft and Sony for the premiere video game systems. By doing this it will show the larger video game systems that will we not back down and that we are confident in our product. Threat from New Entrants: After Alpha System enters the market, our business model is structured about gaining a majority of ground in the market place, and taking user away from XBOXâ„ ¢ and PlayStationâ„ ¢ and allowing them to play all the proprietary games all on one system. While we always will work hard on our product to stay  current in an ever changing video game world. We have developed work around all of the major media digital rights management codecs. This will allow all major games to be played regardless of what system they are designed for. This will allow the optical drive to read the gaming media. Threat from Buyers: The number one threat from buyers in this market segment is loyalty to another brand. They may simply choose to buy an XBOXâ„ ¢ or PlayStationâ„ ¢ simply because they are used to buying those systems. There is a certain social stigma attached to owning an XBOXâ„ ¢ or PlayStationâ„ ¢ since they are for the most part the only video game systems on the market. Getting Vloggers, and bloggers to give our system positive review can go a long way towards neutralizing the negative stereotype a new system may or may not have. Threat from Suppliers: Many of the suppliers of the raw goods needed to develop the cross-platform gaming systems may have exclusive deals with Microsoft or Sony to build gaming systems. With that being said we may have to find new suppliers or research other avenues to get the gaming system made, and have to make a well informed and financially sound choice as to the direction we will go with manufacturing the system. Threat from Substitutes: Microsoft and Sony will always be a direct substitute for our console, but our job is to show the customer how our product is different and a better solution to their gaming system even if it is the smallest differences and, in our humblest opinion, superior. SWOT Analysis In this first paragraph, please introduce the SWOT analysis. For more information, see the recommended text, index topic â€Å"SWOT analysis.† This section is laid out to summarize the analysis in a table, and is then followed by more detailed explanations of each item. Please see specific instructions in the four sections below the table. STRENGTHS *indicates core competency Strengths We will be the first non-major bard video game system on the market that will play games from every video game system. Alpha Systems will not succeed without an innovative product. We have established that we can be as flexible as our users need us to be. If there is a game that we cannot play we will develop a way to play that game. By creating a market for the all-in-one gaming systems, we will be the gaming system that plays all of the major games from the major gaming machines. Weaknesses Low name recognition- At first we will have to hustle to find our share of the 55 billion dollar gaming industry. We will have to have a heavy ad campaign to get our name out there fast. Being we are going to be an unknown system at first we have to be creative in how we select our suppliers. Any mistake we make could and will be fatal to our company. Opportunities Some of our target demographic will not go away from their video game console at all. We can understand that, but we will use target ad campaigns that will attract the users in that demographic via YouTube and viral videos, and  social media buzz. These will get the people we want to reach at the rate we need to reach them at which is fast and immediate. We will also use a hands on approach at E3, CES, Insomnia Gaming shows and pretty much every comicon in the US and Europe and Japan. This will give our target demographic a hands-on time with our gaming system. We will have several systems set up on a local area network, and have a championship game battle. Job creation we will create jobs in America for the system and put people back to work. Threats The major video game manufactures like Microsoft, and Sony will likely take us to court and try to stop us, but we will prevail because of the ability to have free market competition, and they will be looked at as having a majority of control over the market. They may make changes to their digital right management coding to try to stop us from having their games played on our systems, but we will work with them and come up with a deal as long as they are willing to play fairly, and allow open source game codec development. Sony and Microsoft my push out the newer systems before they are due on the market; which means we will have to adapt to their new DRM. They may also try to purchase us in order to put an end to interfering in their 55 billion dollar market place. During the next three years, Alpha System seeks to achieve the following objectives using our marketing mix, including product, price, distribution, and marketing promotions strategies. If core financing is approved for this marketing plan, Alpha System will ramp up manufacturing, allowing Alpha System to achieve the following: Market Objectives Product Objective Expand into 5 major retailers buy 1st black Friday we are on the market. To hit our 2.5 million dollar sales goal. Price Objective To maintain our 15% ROI by the end of the fiscal year. Place Objective To add 10 more major retail chains throughout the world by the end of the second fiscal year. Promotion Objective To achieve 50 percent market awareness by the end of the 2nd fiscal year. Marketing Strategies We will have the most useful mix of marketing strategies, because focusing on getting our name out there will our primary focus. We will launch up to 30 viral video, and we will harness all of the video game YouTubers, bloggers to review and rate our game system by shipping them two free game systems. One to play and one to give away. The game systems will be in a special color because they are going to be limited pre-launch editions. These will create the buzz we need pre-launch. We will also use gaming convention in the USA and Europe and Asia to allow our system to be been prior to launch. This will allow people to get hands on experience with the system and allow them to see the capabilities of what is possible with our technology. Product Strategies Customizable Colors Sleek design No additional cost to online services Price Strategies Research the price points. Set a mid-range price point that will make the system desirable. Stage focus groups in regards to price. Place Strategies Develop relationships with major retailers, and find out supply chain requirements. Work out requirements with 3rd party logistic providers. Plan logically which distribution hubs product will be shipped from in relationship to retail locations. Promotion Strategies Viral Videos on YouTube, Social Media, Web launch day Game Trade Shows Give away systems pre-launch/ Day One Special Edition Explanation of Strategies This is the most effective strategies for our gaming device. We have thought out the development, and distribution, and promotion that will work for our product. Our product is simply the best system on the market and we will push it out to people, and allow them to realize what they have been missing out on over the past 30 years of video gaming, and show them the future of gaming and that they have a choice that is not Microsoft or Sony. Tactics and Action Plan Our Tactic and action plans are designed precisely from date of design to the 3rd year of product life. We feel that we will not have to micromanage our people, but yet make them accountable for their role in the greater good that is to place Alpha System on the market. Product Action Plan Tactic Due Date Responsible Party Develop System Blue print Month 1 Engineering Operating System and Codecs Month 1 and 2 Programming Source raw materials Months 1 to 4 Sourcing Price Action Plan Tactic Due Date Responsible Party Research Competition Months 5 to 9 Marketing Focus Groups Months 9 to 13 Marketing Pre-Launch Trade shows Months 3 to 24 Marketing Place Action Plan Tactic Due Date Responsible Party Develop Retail chains placement Year 2 Sales Choose Logistics partner Months 23 to 24 Operations Supply Units prior to commitments 22 to 36 Operations Promotion Action Plan Tactic Due Date Responsible Party Produce Videos Months 23 to 36 Marketing Celebrity endorsements 20 to 36 Promotions Give Aways 35 to 36 Promotions Monitoring Procedures Monitoring is the most important procedure we will have weekly conference calls with suppliers to make sure our raw materials and finished goods are underway, and will make the cargo ship in time to be shipped to our logistics partner. We can hold in person meetings to discuss development and pre-launch status. Prior to launch of the system we will hold a companywide conference to show people what their hard work contributed to. We will also seek to make a positive Return on our investment through the distribution chain, and seek to make sure we are complying with retailer’s requirements. Also we will ask retailers for reports to see how many units are moving off the shelves.

Use of Colour in Art and Architecture

Use of Colour in Art and Architecture The use of colour in history has gone through a long story. It has been used because of its ability in altering mood and atmosphere, and also because of its symbolic meanings. The earliest known usage of colour in interior spaces started when man drew on walls of caves and tombs, which continues with the application on cathedrals, palaces, and ordinary homes. However, despite the usage in daily life, therere times when the potential of colour is forgotten. Few causes such as the movement Minimalism and the term chromophobia are part of it. But considering its ability in altering perception of space and creating direct connection with the user, should we re-examine the use of colour in modern architecture in order to prove its value? The usage of colour has been involved in the architectural development in ancient Egypt and Greece. It has been used mostly because of the association of colour with certain symbolism in the cultures. Ancient Egypt, one of the most documented civilizations, used paintings on walls and ceilings in order to tell the story of their civilization, from daily life to battle scenes. Earth pigments are used in creating these paintings red, yellow ochre, also green, blue, purple, black, white, and gray. Each colour is used to symbolise certain aspects, for example red ochre for skin colour of men, while yellow is used for the women. While in the Greece history, the Palace of Knossos, is a distinct example of the use of colour in its architecture. The most outstanding feature in the building is its large red and black columns (Rompilla, Ethel, 2005). Palace of Knossos Based on these examples, we realize that colour can be used to create certain effects in its application, either symbolically or structurally. In the Palace of Knossos, colour is able to manipulate the appearance of the building. The colour red and black applied creates a distinct feature in the building. Even in its usage in symbolism, colour creates relation with certain people. This kind of occurrence, relation between colour and certain culture, still lives nowadays. We can see how certain culture is associated with certain colour. For example, the Japanese is often associated with the subtlety of white and blue. On the other hand, Mexico is associated with brighter colour tones. For these people, the colour chosen can serve as a connection between them and their culture and therefore its application is more than just decoration. This is one of the aspects which can be used as a consideration in applying colour in architecture. The colours in Japan culture ( left ) and Mexico ( right ) Association with culture and impact on structure will contribute on how objects and spaces perceived by the viewer. More on this issue will be examined thoroughly in the next chapters. THE REDISCOVERY OF COLOUR: Towards a Dynamic Architecture Colour Throughout History Considering the importance of colour in everyday life, to observe what has been done in its usage in the past, is part of knowing to what extent colour has achieved in its application. Therefore, the following is an observation on the role of colour in three ancient civilization, Egypt, Greece, and Rome. The observation will focus on the role of colour not only in its symbolic meaning to a particular culture, but also in terms of creation of arts. These include paintings, ceramics, sculpture, and also architecture. 1. Egypt Egyptian civilization,(3000-500 B.C.E), had developed an advanced creation in arts. Colour, was used as an integral part in the process. The colours of the Egyptian were obtained from finely ground minerals, and mixed with a tempera base, material prepared from glue or egg albumen. In the later time, they began to get colour pigments from inorganic sources, too. The ten basic colours being used by the Egyptians are white, gray, yellow, burnt umber, brown, red, green, blue, violet, and black. In portrait paintings, the Egyptian always used black for eyes and hair. This practice is also used in portrait sculptures to outline the sculptures, resulting an enhanced colours and defined shapes. 2. Greece The recorded history of Greek civilization spans from about 800 B.C.E to 250 B.C.E. Colour was widely used in ancient Greek. It was also applied in their human figures sculpture. These figures did not look like what we see nowadays as colourless sculptures. In its production, these figures used to be coloured with vivid-coloured paints. However, time and weather caused these colours to fade, leaving these sculptures colourless as we see them nowadays. In terms of the colour palettes they used, the Greece has its foundation from the Egyptian. They used white, light brown (ochre), purple (reddish violet also known as Tyrian purple), black (from soot and smoke), yellow, yellow-orange, brown, gray, green (known as Greek green or verdigris), and blue. The colour Tyrian purple was used in the later civilization of Roman, however it was the Greeks who found it first. Plato wrote about the importance of the Tyrian purple in his Republic, indicating its usage in various major rites, such as births, deaths, and marriages. And also about how the colour was perceived by the Greeks as the most beautiful colours due to its equal proportions of dark and light. Tyrian purple ( left ) and Greek green or Verdigris ( right ) 3. Rome The Romans usage of colour were mostly influenced by the tradition of Greeks, this includes their colour palettes and usage in arts. However, unlike the Greece admiration to tyrian purple, the most popular colour in the civilization was red, which was reflected in the ruins of Pompeii. Red colour dominates the walls of Pompeii ruins The colour palettes used are mostly similar but brighter than the Greeks. They are white, black, warm red, Tyrian purple, blue green, foliage green. Yellow, earth brown, purple, sea foam green, cool red, and gray. As how weve read about the history on how different colours were used in the civilization, the tradition of colour as a symbol of culture is still carried along nowadays. However, besides its relation to culture, theres another concern regarding on how colour is perceived based on science. The findings are regarded as an important achievement which helps to enhance the sensation perceived, especially in terms of arts and design. Colour Theory Take a good look round and youll see that everything is coloured. K. Schippers In order to understand the colour sensation, one must first understand how our eyes perceive them. Colour, dissolving perfectly in our life, may seem as a very normal experience. But it actually is a very important aspect in our vision because it plays a big part in shaping our visual perception. So, what is colour? Colour, in physics and optics, is defined as component parts of light (Fisher, Pat and Zelanski, Paul, 1989). Being able to see colour enables human to differentiate objects seen more easily , compared to what might possibly be seen in only shades of gray ( known as monochromatic vision). The benefits of seeing colour is absent in some animals. Animals such as dogs, dont experience colour vision. This condition causes that they can only spot other creatures, for example rabbits, only if they move. The experience of seeing colour would not be possible if not because of the assistance of light in our vision. Our eyes perceive differences in light frequencies just as how we perceive differences in sound frequencies with our ears. While differences in sound frequencies enable us to hear different pitch, differences in light frequencies enable us to see different colour. The colour field that human perceive ranges from the longest visible wavelength (red) to the shortest visible wavelength (violet). Light, in various wavelength and brightness, enters our eyes through cornea, a transparent outer covering. The received light then will be focused on the back of the surface of the eye. The back of the eye is covered by the retina, which contain many layers of cells. The layer which is important in colour vision consist two receptors called rods and cones. Rods enable us to see black and white visions in dim light, while cones enable us to see hues under brighter lighting condition. Hence, through these series of mechanisms, we are able to see colour. An observation of how light affects the colour perceived by human eyes has been done by the French Impressionist, Claude Monet, in creating his works. In the creation of his works, Monet often painted the same scenes, such as haystacks and cathedral face, under different lighting condition. Once, he decided to rent a room opposite Rouen Cathedral and stayed there for months painting the cathedral in different times of the day. It appeared that in full midday sunlight , the facade of the building is washed with gold colour and a slight blue shadow. While at sunset, the surface is coloured pale bluish pink, with lots of oranges and reds in the buildings recesses. Paintings of Rouen Cathedral by Monet Monet is not the only one who was in search of finding the explanation behind the role of colour in human visual perception. Many theorist and authors, spent years researching in order to gain more knowledge about the relation between to assist them in the usage of colour. Their curiosity brought them to a series of experiments in order to find explanation on how colours affect our vision. The studies include examination on the mechanism of eyes and the colours perceived, which also brings about the role of light in affecting the appearance of colours. The first manifesto closest to colour theory was created by an ancient Greek philosopher named Empedocles. He concluded that it is the eye of the observer which perceived colour and that colour is not a property of the object being observed. This idea had been evolving along with the discoveries by other people, such as Aristotle. Aristotle, another Greek philosopher, assumed that the colours were formed by the blending of sunlight, light, fire, and the lack of light in various degrees. The development was continued afterward with people from different backgrounds, such as theorist, authors, and physicist. Some of these people are Sir Isaac Newton, Johann Wolfgang von Goethe, Albert Munsell, Johannes Itten, and Joseph Albers. Each contributes to the knowledge of colour we use nowadays. The Loss of Colour Being used and developed since the early civilization, there were times when the use of colour is being ignored. The situation is caused by several reasons, such as the idea of white as a better choice than colours, and how this idea is strengthen by the emergence of the Modern Movement and International Style, who preferred the natural colour of the materials, and later on the idea of black, white, and gray in Minimalism. These movements has changed peoples perception of colour and therefore resulting avoidance in its application. 1. Whiteness Though your sins be as scarlet, they shall be as white as snow. Isaiah 1:18, Bible The colour white, through various cultures, has been associated with perfection, innocence, and cleanliness. Colour, on the other hand, is perceived as the opposite of whiteness, which is dirtiness and the less-than-true. The word colour, which is colorem in Latin, is related to celare, means to hide or conceal. In Middle English to colour means to disguise. 2. Chromophobia Another form of rejection of colour is called chromophobia. Chromophobia, based on David Batchelor, is defined as a fear of corruption or contamination through colour. He mentioned that chromophobia manifests itself in the many and varied attempts to purge colour from culture, to devalue colour, to diminish its significance, to deny its complexity. (Batchelor, David, 2000) The rejection of colour happens in two ways. First, colour is perceived as being made out of foreign body- usually the feminine,the vulgar,.In this case, colour is treated as something foreign, something alien'( Batchelor, David, 2000 ) so that it is considered dangerous. Charles Blanc, a colour theorist, identified colour with the feminine in art and as something that cannot be detached from life. Not just that, he even consider colour as a permanent internal threat. Therefore, he came up with the idea of either completely ignoring colour or controlling it, in order to preventing it from ruining everything. Besides defining colour as dangerous, according to David Batchelor, the word chromophobia, is also used for the idea of colour as something superficial, supplementary, and as a secondary quality of experience ( Batchelor, David, 2000 ), which leads to lack of consideration in its usage. This perception also resulting colour being used only as decoration in architecture. This case had happened in the past and was criticized by Vitruvius. He complained that buildings were painted without considering its relation with the architectural form, which means there was not much consideration put in the thought process therefore resulting an unsatisfying project. 3. The Modern Movement, International Style and Minimalism The influence of chromophobia and perception of white as a better choice also had its impact in architecture. It appeared in the form of architectural styles called the Modern Movement and the International Style, which often termed their works as minimal. In this period, light and neutral tones are preferred in the space. White is the most dominant colour because it allows colours and light of the surrounding reflects into the space and that it is felt as natural colour. Colour, on the other hand, is being avoided because it makes a striking contrast with the surrounding. The famous people in this period are Mies van der Rohe and Walter Gropius. Their works, reflecting the idea of Modern Movement, shows restraint use of colour. Instead of using colours, they use the genuine colour and texture from the materials used, such as steel, glass, concrete, masonry, and stone, which dominates their works. Minimalism, another architectural style, is also much associated with the use of white. The term minimalism is applied to works showing reduction in forms, usually created with flat surfaces that reflect a simple and tranquil atmosphere. White colour is chosen as the most dominant colour, since it is seen as colour with pure, smooth, and serene quality, and therefore goes along with the idea of calmness and tranquillity in minimalism. Samuel Wagstaff, an art curator, mentioned that this new aesthetics in black, white, and gray, is aimed to keep the viewer from being biased by the emotionalism of colour. (Meyer, James, 2010). So, white colour, along with black and gray are preferred to be used here. The rejection of colour in architecture does not only happen among the architects, but it also affected the people. A few cases of rejection of colour towards coloured buildings in the past had been experienced by architects. It happened to Belgian architect Huib Hoste, who throughout his career has been experimenting with colours in his works. One of his works, the Zwart Huis ( Black House ), which was created for Raymond de Beir Knokke in 1924 was painted deep black and partly red for its walls. Complains came from the neighbours who felt uncomfortable by the too-striking-colours and on how it broke the harmony within the surrounding environment. In 2001, a similar problem occured with the work by MVRDV. Designing an entire orange office building in a courtyard in Amsterdam, provoked dissapproval from the neighbours who felt annoyed with the orange glow that forced its way to the surrounding homes. Everything around you is orange you didnt ask for it, you didnt want it, but you c ant do anything about it, they said (Komossa, Susanne, 2009, p.254). Colour in Architecture Traces of the perception of white-black-gray as a better choice than colour in spaces can still be seen in todays architecture. However, despite the rejection of colour, few modern architects who believe in the benefits of colour in architecture emerged into practice, for whom the idea of colour was an essential element, opposing the idea of colour as decorations. The first idea of using colour in modern architecture emerged in 1920s, inspired by paintings. Three architects who were known to use colour in their works in this period are Le Corbusier, Theo van Doesburg, and Bruno Taut, but each architect has different approach in applying colour in their works. Theo van Doesburg is the member of De Stijl Movement, an important accomplishment in applying colour in architecture. Other movements using colour as their conceptual design basis are Constructivism and Expressionism. In De Stijl, colour is considered as an important element and is developed as a tool in creating a new spatial experience. The goal of the movement is to achieve an ideal future where walls that separate men would be broken down. The architects of De Stijl believe that the three-dimensional properties of mass and volume is against the goal of the movement, and in order to achieve their goal, these components must be broken down through the use of colours. The method they used is to place colour planes on corners and boundaries, resulting a change in the volume of space. Here, colours were used not just as mere decoration, but it also plays an important part in altering the visual experience of the user spatially. However, Le Corbusier called van Doesburg application on colour as camouflage architectural and disagreed with the use of colour to weakens the physical space or to conceal its actual spatial proportions (Komossa, Susanne, 2009). Opposing this idea, in his work, Le Corbusier coloured the entire wall surfaces to make them an individual elements, so that it would not disturb the spatial effect of the architecture. These coloured walls were used as an intervention against the mostly painted white spaces in the building. The colours here, as Batchelor commented, was used by Le Corbusier to make his architecture even more white. Having a different approach with his two fellows architects, Bruno Tauts intention was to use colour as an agent of social reform. His goal was to create various identities in a large housing estates, where people from overcrowded flats in the backyard of Berlin will be the occupants of the building. Along with the development of colour in architecture, more colour-architects emerged. Some of the recent architects are Luis Barragan and Ricardo Legoretta whose works constantly exhibit the use of vibrant colours. Their usage of such bright colours are influenced by the place where they grow, Mexico. Mexico covered its land with colourful buildings such as red, pink, turquoise, yellow, creating bright figures under the broad amount of sunlight perceived in the country. Luis Barragan used the colours in his building more towards a psychological way which is to evoke dreamlike and surreal atmosphere. While Ricardo Legoretta, inspired by the 20th century mural paintings, focused more on the benefits of colour physically, which is to emphasize shapes and to deny mass of the buildings. Herzog and de Meuron, is also another example of those who supported the usage of colour in modern architecture. The design of their first house in Basle suburb is covered with blue layer that engages the viewer. In the past, colour in architecture was mostly used in order to relate to certain symbolism and culture. But, with the emergence of these architects, the usage of colour in spaces has gone towards a different direction, which is to concern more about how it enhance the perception of space and not just by delivering symbolic meaning or by using it as decorating elements applied on the walls. Looking at the development on how colour is perceived in todays architecture, just as mentioned by Rem Koolhas, the future of colour is looking bright. ( Koolhas, Rem, 2001) Colour Affects Perception of Space: Psychology and Physically The importance of using colour in space is based on the idea of the impact it has on the user of the space. Hence, before further explanation about how the user is affected by the presence of colour in space, the following will first briefly explain the importance of colour in shaping human visual perception. Perception is a critical connection between human and their surrounding environment. It can also refer to a more complicated and higher level of thinking process. Perception enables human beings to decide what has been sensed and then analyze that sensation. Besides absorbing the information received from the sensors, perception also acts as a filter that classifying important and useful information. In architectural design, where work mainly is about the creation of space, perception of space is nevertheless important. In order to perceive the space, one must first sense the space. To sense a space is to become aware of own selfs existence in the space and therefore one is able to distinguish between the self and the surrounding. This is done through the use of human senses, which are hearing, seeing, smell, taste, and touch. But as we always hear, Seeing is believing, visual perception is very important in shaping perception of space. Here, colour can play a major role. As mentioned earlier, colour has the ability to affect our perception of space. It could happen either psychologically and physically. Physically, colour is capable in affecting the size, shape, mass, and volume of a building or an interior space, which means colour has an ability to deceive its viewer. This aspect was observed in Josephs Albers book, Interaction of Colour, as how colour is always never seen as it is in reality, resulting the actual (space perceived by the viewer) and the factual (the physical space border by walls in reality). He also stressed the needs to always keep the idea of colour deceives in mind, in order to use it effectively. The manipulation of a buildings physical structure due to its colour usage is reflected in the High Tech Park project in China. The use of white and blue colour is chosen in order to accentuate each other on the appearance of the facade. The colour blue creates the perception of depth and at the same time, involving the continuous form of the facade, makes the shapes appear longer than it actually is in reality. High Tech Park Project in China In terms of psychological, colour is able to affect the mood of the user of the space. Different tones of colours create different atmosphere in the space. This phenomena was then being observed scientifically in terms of how it affects the health of human body. One of the direct example of this benefits can be seen in chromotherapy. Chromo therapy, or colour therapy, is the practice of using coloured light and colour in the environment to cure specific illness and in general to bring about beneficial health effect ( Hope and Walch, 1990, p.75). The study on chromo therapy is based on the discovery of how our bodies, acting like prisms, absorb white light and other colours, too. The therapy involves the use of natural light that is filtered through a certain colour of glass. For example, patient with migraine will be treated with sunlight filtered through blue glass, and depression can be treated with red light. Shower Chromotherapy gives beneficial effect The ability of colour to heal creates the opportunity for application in healthcare spaces such as clinics and hospitals. However, as mentioned earlier, colour does not only affect human psychology in terms of healing, but also in terms of altering the mood of the viewer. Based on peoples daily activities which are either active or passive, we can differentiate between the needs of stimulation and the needs to rest. Therefore the role of colour in the space is to offer atmosphere/moods that support stimulation and calmness to the viewer. Balancing between both in the same space can result a dynamic environment and avoid monotonous atmosphere created by a single colour. The sense of balance between the two conditions can be achieved through controlling the degree of brightness in the space, because it is the aspect that determines the mood created by colours. The psychological effect of colour on human body was also written by Kandinsky. He wrote, Various attempts to exploit this power of colour and apply it to different nervous disorders have again noted that red light has an enlivening and stimulating effect upon the heart, while blue, on the other hand, can lead to temporary paralysis. ( Dudek, Mark, 1996.) In order to achieve the right degree of brightness in the space not only the brightness of the colour need to be considered, but also the intensity of light that illuminates the surface. Brightness and Darkness: The Intensity of Light and Colour As explained in the earlier chapter, colour can only be perceived with the existence of light. And it is because of the presence of light that architecture can be seen and experienced. At the same time, existence of light as natural element in the space does not only define architecture and the colour perceived, but also nurtures the user of the spaces. This goes along with the usage of colour in creating a desirable mood and therefore the combination of both can strongly enhance a sense of a comfortable space to dwell, which is the aim of every spaces built. Hence, in order to incorporate both, the degree of brightness of both elements have to be considered. Controlling light in the spaces requires consideration in few aspects. The condition of light and the changes it made due to its direction, form, colour, and its arrangement; has a potential to create various colour perceptions. Considering the possibility of changes in perceiving colour based on the lighting condition, various kinds of atmosphere might be created. Both natural and artificial lighting is able to be used in assisting colour in the space. Direct sunlight can make surfaces in the space appear lighter, while the indirect sunlight will cause less dramatic shadow casting. Since the sun moves throughout the day, different kinds of light will be experienced. Different lights will reflect colour differently, resulting the same colour might be perceived differently during different time of the day. This has been proven by Monets observation in his painting of cathedral as mentioned in the previous chapter. Based on our ability to see objects hit by light, we can differentiate the degree of brightness we perceived. Brighter light makes it possible for a person to see the environment that surrounds him. At the same time it can also stimulates the nervous system of the body. Dim light, as the opposite, has the reverse effect. It causes the body to retire into itself. The comparison on how degree of brightness affect human body can be experienced in how people feel when there is maximum light on a sunny day compare to a rainy day with little light. People tends to be more active when the sun is still out and rest when it is dark. However, as much as our body needs to rest, to be in a completely dark spaces cause feeling of uncomfortable. As Goethe wrote in his book Theory of Colours, If we keep the eyes open in a totally dark place, a certain sense of privation is experienced. ( Goethe, Johann Woflgang von, 1970.). The sense of privation is perceived due to human needs to have contact with the external world and becomes part of the whole, which once again brings back the importance of light in spaces. On the other hand, despite its ability to give a sense of connection with the surrounding, light that is too strong or bright might be disturbing for the viewer. The effect might be experienced when one look on a white, strongly illuminated surface. Looking at a very bright surface might dazzle the eye and for a moment disables the ability of eye to distinguish objects in the surrounding environment. This might be experienced when one look up at the sun as the brightest source of light on earth. Then, when we alter our gaze away the sun afterwards, we will experience a temporary discomfort in our vision. A high degree of brightness has a kind of force that demands attention from the viewer and stimulates the nervous system, hence it might cause distraction on the activity a person is doing and reduce the level of concentration . Dim light, on the other hand, is more useful to concentration-demanding activities, because it demands less attention which means less distraction for the viewer. ( Danger, Eric P., 1987) Hence the needs for stimulation and the needs to rest has to be balanced, as well as the context of the space which includes types of activities held in the space, user of the space, etc. As how brighter light cause stimulation and demands attention from the viewer, the same goes with bright colour and therefore bright colours fit well for spaces requiring lots of activities, while on the other hand, darker colours tend to calm people and therefore fit well for spaces to rest. The lighter the colour, the greater the effect because the brightness of light colour tend to spread out on the retina, causing the eyes to give more attention towards it. Bright coloured space to stimulate ( left ), dark coloured spaces to rest ( right ) Bright colours are associated with warm hues which contain colours related to red, with red-orange as the warmest hue. Others included in the category of warm hues are yellow, yellow-orange, orange, red, red-orange, and red-violet. While darker colours are associated with cool hues which contain colours related to blue, with blue-green as the coolest hue. Others included in this group are yellow-green, blue-green, blue, and blue-violet. The differentiation between the brightness and darkness in colour is first being observed by a theorist, Johann Wolfgang von Goethe. Goethe is a German poet who was also interested in the phenomenon of colour. In 1810 he published a book called The Theory of Colours, consist of his investigation and record about the function of the eye and its interpretation of colour, rather than the properties of light. Goethe assigned numbers to primary and secondary hues based on their luminosity (ability to give a glowing impression). White, as the most luminous, is given the number 10, followed by yellow (9), orange (8), red (6), green (6), blue (4), violet(3); while black, as the least luminous is 0. The numbers are used to match these colours, creating pairs of complementary colours. Each pair consist of a light hue and a dark hue : yellow violet, orange-blue, and red-green. (Feisner, Edith Anderson, 2006) This knowledge therefore can be further used in the space because our eyes in reality require any given colour along with its complementary. This is due to the way complementary colours provide psychological balance in satisfying the needs of both warm and cool colours. People have a strong tendency to unconsciously seek warm and cool hues in the same space. This has been proven by Louis Cheskin, a colour consultant and author. Cheskin did an experiment with three rooms coloured in green. The first one was painted in a single shade of green. The second one is treated in three values of green. While the last one also used three values of green yet he added the colour wine red, which is the complementary of one of the values of green. The occupants of the first room gave a negative reactions due to monotony. Occupants of the second room did not show any defined respond, either favourable or unfavourable. While occupants in the last room showed 94% favourable reactions. ( Danger, Eric P., 1987) By using complementary colours in the space, a sense of perceive

Effects of Colour Packaging on Consumer Behaviour

Effects of Colour Packaging on Consumer Behaviour Abstract: When determining possible colour options for a new product, packaging professionals must keep the consumer in mind. First, they determine what type of message the product should give. Based on the message, a colour scheme that represents this message is chosen. This is why basic research is necessary, whether its from previous case studies of similar products or from focus groups. Finally, packaging professionals must create an â€Å"attention† to the product, making it easily noticeable to the consumer. By following these basic steps, the package could be considerably successful. It may also instil a certain image or message into the consumers mind that keeps them loyal for many years This paper aims at investigating the effect of packaging design of the soft drinks industry, specifically colour, on consumer behaviour. Most buyers make the decision of purchasing because of the packaging, which is often considered as the  «silent salesman ». Now that more and more businesses understand the role of packaging to act upon consumers, it is crucial for packaging to be studied as an influence on consumer behaviour. In todays consumption society, consumers are faced with a large choice of product choices and in this way, the packaging plays important roles as it is a source of information. Primary and Secondary data that has been collected for this research signals that consumers are affected by colours in their purchases From our research, we concluded that Blue and Red packaging were much more popular than the other colours. Moreover, yellow packaging was the least popular. Results show that the colours of packaging have a large impact on consumers and therefore on sales and profits. Chapter One: Introduction 1) Background The central point in todays marketing is to fully please consumers needs and prosperity. The major point in marketing planning is always consumer. The firms and markets have massively developed and the competitive environment is becoming more and more concentrated The market today is packed with so many different brands, which make it difficult for consumers to arrive at the final buying choice. At the same time companies also face complications in attracting consumers A brand visual appearance is very crucial to consumers especially in todays visual-obsessed society, where consumers have more choice and less time than ever before. This is why, it has never been more important for marketers to invest in the design and look of their product or logo. When shopping, consumers are confronted with too much choice and the packaging and colour play an important role into this choice. Colour plays a crucial part of business and marketing at both strategic and tactical level and organisations will pay colossal amounts of money to build and improve, so that colours thought of appropriate will be associated with both the company and its variety of products. It can be so successful that in some cases a colour will be immediately related to the organisation on question. Every major organisation will are developing and designing corporate colours that reproduce the values and products of the organisation in consumers minds. In this way it will be hoped that the use of colours will help the customer instantaneously recognise the organisation and perceive it as being competent, contemporary and truthful. Packaging is very important and a colossal amount of time and money is spent on consumer packaging colour design, trying to get colour combinations that exceed expectations. â€Å"Computer technology has helped a great deal in all areas of product research as 3D images can be portrayed and colours and shapes manipulated on the screen to ascertain a respondents reactions. Such is power of colour that it would be extremely hard for us to imagine such well-known products in a different colour, such as green Mars bar, a blue Kit-Kat, a yellow Coca-Cola, a pink Heinz baked bean tin and black Kelloggs cornflake packets.†(Ray Wright 2006) It has been estimated that packaging design plays a major role because it is often the only factor that can differentiate between two products (Buxton 2000; Rettie and Brewer 2000). Actually, we can even go further and say that packaging is now being seen a new form of advertising (Furness 2003, The Silent Salesman) 2) Rational for chosen topic: This study is selected to find out the factors which affect consumer decision while purchasing or selecting a certain colour packaged product. This research will explore the Technological, Cultural, Social, Personal and psychological factors have a big role in consumer buying decision and also how a packaging design and colour will affect and impact on buying decisions of consumers. 3) Statement of the nature of the problem Because Colours and shapes express about 80% of all visual communication (LaCroix 1998), consumers are getting used to employing colour as a means of amassing information. Thus, colour plays an important part in marketing and advertising and especially in packaging. Researchers have spent more than four decades studying the attitude of consumers in the marketplace (Petty, Cacioppo and Shuman 1983). This area is now called and known as consumer behaviour. Consumer behaviour involves the thoughts and feelings people experience paired off with the actions performed during the shopping process (Peter and Olson 1999). When a choice has to be made, a consumer may use the information of size, texture, shape, price, or ingredients to make the decision of which product to purchase especially when setting quality. Thus, it is interesting to investigate the effect of colours used in packaging on consumer behaviour. 2.1The Psychology of Consumer behaviour The study of consumers help firms and organisations improve their marketing strategies by understanding their behaviour. One official definition of consumer behaviour is: â€Å"the study of individuals, groups or organisations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society†. (Hawkins, Best, and Coney, 2001, p7.) Each organisation provides some products that are used by some consumers, even though we may not always recognise the products or consumers as such. 2.2 Factors taken into account when packaging a product Packaging is used to protect the product from damage during shipping and handling, and to lessen spoilage if the protection is exposed to air or other elements. The design is used to attract customers attention as they are shopping or glancing through a catalogue or website. This is particularly important for customers who are not familiar with the product and in situations where a product must stand out among thousands of other products. Packaging designs that standout are more likely to be remembered on future shipping trips. Packaging design and structure can also add value to a product. For instance, benefits can be obtained from package structures that make the product easier to use while stylistic designs can make the product more fascinating to display in the customers home. Decisions made about packaging must not only be accepted by the final customer, they may also have to be accepted by distributors who sell the product for the supplier. For example, a retailer may not accept packages unless they conform to requirements they have for storing products on their shelves. Companies usually create a package for a lifetime. As a matter of fact , changing a products packaging too frequently can have negative effects since customers become conditioned to locate the product based on its package and may be confused if the design is modified. Marketers have long used the colour and design of their product packaging to produce brand awareness. Traditionally, changes to a products look have been undertaken as little as possible as to preserve that hard won brand recognition. Today, rather than sticking with one colour scheme, companies must constantly update their image to keep them as fresh and exciting as the competitions. Packaging decisions must also include an assessment of its environmental impact especially for products with packages that are frequently thrown away. Packages that are not easily bio-degradable could evoke customer and possibly governmental concern. Also, caution must be exercised in order to create packages that do not break on intellectual property, such as copyrights, trademarks or patents, held by others. (Richardson 1994). Recent research by the Henley Centre (Frontiers, 1996) estimates that 73 percent of purchase decisions are made in the store; the design of packaging must play a key role at point of sale. â€Å"The pack design is the salesman on the shelf (Pilditch, 1972)†, â€Å" it should ensure that a brand stands out, is recognised, and is included in the products under consideration† (Connolly and Davison, 1996). Good business is often about finding out consumer trends and forming a strategy that targets growth in key technologies and market segments to capitalize on these trends. As packagers and package printers, they need to be in tune with trends and changes in shopping habits in order to remain successful. 2.3 Role of colour in marketing Research supports the importance of a brands visual appearance to consumers. One study by the Institute for Colour Research revealed that people make a subconscious judgement about an item within 90 seconds of first viewing, and that up to 90% of that assessment is based on colour. Another of their study study reveals that colour increases brand recognition by up to 80%. Colour clearly plays an important part in catching the modern-day consumers eye. According to the Henley Centre, 73% of purchasing decisions are now made in store. Consequently, catching the shoppers eye and delivering information efficiently are critical to successful sales. In todays world of infinite choices no brand can afford to ignore the impact of colour. More importantly, why would anyone want to give that potential advantage away to competitors? Colours send a variety of signals about the person, place or thing they adorn. Using this link between human emotion and colour to sell a product is certainly nothing new. 3) Objectives The objective of this research is to investigate if the colours that are used in packaging do influence our (consumers) behaviour. Understanding the effect packaging colour has on consumer decision- making would be as an introductory mean of investigating packaging design as the new advertising. The study also examines how different colours influence consumer decision making, and ultimately, the consumers intent to purchase. It focuses on packaging design from a communication aspect, not an engineering one. We examine how packaging influences buying decisions for packaged soft drinks products. As we know, the package impacts the consumer. This is because of conflicting trends in consumer decision-making. On one hand, some consumers are paying more attracted to label information (Coulson, 2000). These consumers are more concerned in the product decision and use package information more extensively. On the other hand, modern consumers are often looking for ways to reduce time spent on soft drinks shopping. This can influence decision processes, too, as time pressure reduces detailed consideration of package elements ( Warde, 1999). While these are important issues, and becoming even more critical in the increasing competitive environment, there is little comprehensive study on how packaging elements influence brand choice under involvement and time pressure. This paper aims at forming a better understanding of the link between colours used in packaging and consumer purchase behaviour within the soft drinks industry. 4) Relevance and significance of the subject Until recently, the importance of colour as a brand identity wasnt as recognised. It is nowadays clear that colour can play a very large part of any organizations success. This pushes us into asking ourselves the following questions: Ø How does colour affect us? Ø Which colours have an impact on us? Ø Do organisations carefully choose what colours to use when packaging a product? 5) Structure and content The next chapter will be a literature review that will study: 1) A review of consumer behaviour and especially what mostly affects consumer decisions 2) The effect of packaging design and especially colour on consumer decision making and consumer purchase intent. 3) A review of the literature regarding colour, colour association and colour practices. The third chapter will examine the soft drinks industry nowadays in the UK and worldwide. The fourth chapter will be an explanation of the different methods used to practice a research. It will also outline the method used into this particular research question The fifth chapter, Research questions and methodology, outlines the research questions and the methodology of this study. This chapter presents an in-depth look at the research questions. It explains the survey questions used for qualitative data findings. It provides the results and a discussion of the results. The sixth chapter will be a conclusion which restates the goal of this research and provides a summary of the research. This chapter contains limitations of the study, suggestions for future research and reflection on the study for future replication, and how this study adds to the body of knowledge regarding the influence of packagings colour on the consumer decision making process. Chapter 2: Review of the Literature. 1) Consumer behaviour Shoppers in the United States spend about $6.5 billion on consumer goods (Peter and Olson 1999). A companys continued success is associated with a successful relationship with the consumer. Finding out as much information as possible on consumer shopping choices and behaviour provides companies the tools to produce goods and services to strengthen their relationship with the consumer. In other words, companies have discovered that information obtained from customer databases and in-store observations have proved worthy in regard to earning consumers repeat purchases or business. 1.1) What is consumer behaviour? The phrase â€Å"consumer behaviour â€Å"refers to the feelings and thoughts people experience, and the actions they take while engaging in the consumption process† (Peter and Olson 1999). Consumer behaviour also includes the things in the environment (product appearance, price information, advertisements, packaging, consumer comments, shelf positioning, etc.) that can impact the feelings and actions of the consumer. In addition, consumer behaviour includes a process of exchange between buyers and sellers: people exchange money to obtain products or services. Moreover, consumer behaviour involves the study of what influences the feelings and actions of people while shopping. 1.2) Main factors that lead to customer satisfaction 1.2.1 Price fairness Recent research efforts have isolated several factors that influence consumers price unfairness perceptions as well as potential consequences of these perceptions (Bolton et al. , 2003; Campbell, 1999; Xia et al. , 2004). Previous research has proved the distinction between distributive fairness and procedural fairness. Another concept of price fairness perceptions, the principle of dual entitlement, suggests that one party should not benefit by causing a loss to another party. When a firm uses the high consumer demand to its own advantage by increasing prices, consumers will feel being misused and in this way understand the prices as unfair. For example, a study showed that â€Å"82 percent of the respondents judged a price increase for snow shovels the morning after a snowstorm to be unfair, while only 21 percent of respondents viewed an increase in grocery prices following an increase in wholesale prices as being unfair† ( Kahneman et al. , 1986). While the dual entitlement principle arise from buyers reactions toward sellers obvious exploitation based on supply and demand changes, it is possible that consumers may create perceptions of unfairness based on their own demand situations even without explicit exploitation actions from the seller. For example, when buyers feel that they have to buy a product and must accept whatever the price is, they could be concerned that potentially they could be exploited by the seller regardless even if the seller doesnt actually performs such actions. 1.2.2 Relationship of fairness perceptions to satisfaction Recent research in marketing and psychology has shown that satisfaction is positively correlated with fairness perceptions (Bowman and Narayandas, 2001; Huffman and Cain, 2001; Kim and Mauborgne, 1996; Ordià ±ez et al. , 2000; Smith et al. , 1999). , Oliver and Swan (1989a, b) found that customers fairness perceptions depended on a suppliers commitment and the quality of the goods and services comparing to the price paid. 1.2.3 The concept of tolerance Given many different ideas within the literature, however, it is generally agreed that customer satisfaction involves the comparison of standards whether they be in the form of expectations, desires, wants, ideal or equitable performances. To explain the diverse issues surrounding expectations and standards with regarding customer satisfaction, Zeithaml et al. (1993) first proposed the notion of the â€Å"zone of tolerance†, which they describe as the extent to which customers recognize and are willing to accept heterogeneity (Zeithaml et al., 1993, p. 6). It is on this basis they proved that an individuals zone of tolerance is the difference between what they desire and what they consider satisfactory, in terms of performance, and this zone can differ and contrast across situations and individuals. This may explain why some customers are consistently easy to please and others are interminably difficult (Mooradian and Olver, 1997, p.389). It can be that those customers who are easily pleased have a large zone of tolerance, in terms of their product expectations, whereas those who are quite difficult have a very narrow zone of tolerance. This would explain differences in expressed satisfaction ratings of consumers who have essentially had very similar product experiences. This notion was alluded to by Mittal and Kamakura (2001 ) with regards to satisfaction and repurchase intentions. They suggested that consumers may have different thresholds or tolerance levels towards repurchase (p. 132) and that consumers with the same satisfaction rating may have different levels of repurchase behaviour because of these differences. On this basis, it could be concluded that some individuals are simply inclined to product satisfaction and repeat purchases, whereas others are not (Grace, 2005). 2) Packaging 2.1) What is packaging? What is packaging? In general terms, packaging is the container that is in direct contact with a product, which â€Å"holds, protects, preserves and identifies the product as well as facilitating handling and commercialisation† (Vidales Giovannetti, 1995). More specifically, and following Vidales Giovannetti (1995), there are three types of packaging: Primary packaging which is in direct contact with the product, such as soft drinks bottles, Secondary packaging which contains one or more primary packages and serves to protect and identify them and to communicate the qualities of the product ( it is normally disposed of when the product is used or consumed). Finally, tertiary packaging which contains the two previous ones and its function is usually to distribute, integrate and protect products throughout the commercial chain. This could be the cardboard box that contains several bottles. Packaging is also considered to form part of the product and the brand. For Evans and Berman (1992) packaging is a product image or characteristic. For Olson and Jacoby (1972) packaging is an important element of the product, that is to say, it is attribute that is related to the product but that does not form part of the physical product itself. Price and brand are also crucial elements of the brand and according to Underwood et al. (2001); these are the most important values when it comes to deciding what products to buy. Keller (1998) also considers packaging to be an attribute that is not associated to the product. For him it is one of the five elements of the brand which include the name, the logo and/or graphic symbol, the personality and the slogans. Packaging is presented as part of the buying and consuming process, but often it is not as important as to the ingredients that are essential for the product to function (Underwood, 2003). 2.2) Packaging functions and elements Different people respond to different packages in different ways, depending on their personnality ( Vakratsas and Ambler, 1999). Since an evaluation of attributes is less important in low involvement decision making, a highly noticeable factor such as graphics and colour becomes more important in choice of a low involvement product (Grossman and Wisenblit, 1999). On the other hand, the behaviour of consumers towards high involvement products is less influenced by image issues. For low involvement, there is a strong impact on consumer decision making from the development of the market through marketing communications, including image building (Kupiec and Revell, 2001). The significance of graphics is explained by the images created on the package, whether these images are purposely developed by the marketer, or unintended and unanticipated. Graphics includes image layout, colour combinations, typography, and product photography, and the total presentation communicates an image. For consumers, the package is the product, particularly for low involvement products where initial impressions formed during initial contact can have lasting impact. According to Nancarrow et al. , 1998, the design characteristics of the package need to stand out in a display as it is one of the most important attribute in order to target consumers Many consumers today shop under higher levels of perceived time pressure, and tend to purchase fewer products than intended (Herrington and Capella, 1995; Silayoi and Speece, 2004). Products purchased during shopping excursions often appear to be chosen without prior planning and represent an impulse buying event (Hausman, 2000). A package that attracts consumers at the point of sale will help them decide quickly on what to buy in-store. As the customers eye movement tracks across a display of packages, different new packages can be noticed against the competitors. When scanning packages in the supermarket, the differential perception and the positioning of the graphics elements on a package may make the difference between identifying and missing the item (Herrington and Capella, 1995). 2.3 The marketing side of packaging Packaging seems to be one of the most important factors in purchase decisions made at the point of sale (Prendergast and Pitt, 1996), where it becomes an essential part of the selling process (Rettie and Brewer, 2000).Packaging is now recognised as the salesman† of the shelf at the point of sale. The importance of packaging design is increasing in such competitive market conditions, as package becomes an important vehicle for communication and branding (Rettie and Brewer, 2000). Prendergast and Pitt (1996) review the basic operations of packaging, and delimitate them by their role in either logistics or marketing. The main function of packaging is primarily to protect the product when moving through distribution channels. In marketing, packaging provides a successful method of communication about product attributes to consumers at the point of sale. The package sells the product by drawing in attention and communicating, and also allows the product to be contained, portioned and protected. Packaging is one key product attribute perceived by consumers. It is always fulfilling the marketing function, even if a company does not openly recognize the marketing aspects of packaging. The package is an important factor in the decision-making process because it transmits a specific message to consumers. Intention to purchase depends on the degree to which consumers expect the product to satisfy them when they consume it (Kupiec and Reveil, 2001). How they comprehend it depends on communication elements and this is the key to success for many marketing strategies. The packages overall features can emphasise the uniqueness and originality of the product. In addition, product characteristics influence the perception of quality transmitted by packaging. If it conveys high quality, consumers assume that the product is of high quality. If the package communicates low quality, consumers transfer this low quality perception to the product itself. The package communications can be favourable or unfavourable. Underwood et al. (2001) suggest that consumers are more likely to imagine aspects of how a product looks tastes, feels, smells, or sounds while they are watching a product picture on the package. 2.4 Packaging: biggest medium of communication Behaeghel (1991) and Peters (1994) consider that packaging could be the most important communication medium for the following reasons: It reaches almost all buyers in the category; It is present at the crucial moment when the decision to buy is made; and Buyers are actively involved with packaging as they examine it to obtain the information they need. This is why it is essential to communicate the right brand and product values present on packaging and to achieve a suitable esthetical and visual level ( Nancarrow et al. , 1998). Similarly, McNeal and Ji (2003) underline that the belonging of packaging as a marketing element resides in the fact that it often accompanies the use or consumption of products and, therefore, the possibility of conveying brand values and product characteristics increases. Wit Deasy (2000) points out that the characteristics of a product its positioning are permanently transmitted over seven stages: 1) Point of sale; 2) Transporting the product home; 3) Home storage; 4) Opening; 5) Serving the product for consumption; 6) Reclosing or putting away; and 7) Disposal. Underwood (2003) points out that, unlike the transmission of positioning through advertising, packaging allows positioning to be transferred live. As it accompanies products, packaging lives in the home and potentially becomes an intimate part of the consumers life constituting a type of life experience between the consumer and the brand (Lindsay, 1997). 2.5 ) Packaging: the silent salesman From the consumer perspective, packaging also plays a major role when products are purchased: packaging is crucial, given that it is the first thing that the public sees before making the final decision to buy (Vidales Giovannetti, 1995). This has increased with the popularisation of self-service sales systems which have caused packaging to move to the task of attracting attention and causing a purchase. In the past, it had remained behind the counter and only the sales attendant were the link between the consumer and the product (Cervera Fantoni, 2003). According to Sonsino (1990), self-service has taken the role of communicating and selling to the customer from the sales assistant to advertising and to packaging. This is why packaging has been called the silent salesman, as it communicates us of the qualities and benefits that we are going to obtain if we were to consume certain products (Vidales Giovannetti, 1995). Nowadays, packaging provides manufacturers with the last opportuni ty to influence possible buyers before brand selection (McDaniel and Baker, 1977). In this way we can say that all the packaging elements, including texts, colours, structure, images and people/personalities have to be combined to provide the consumer with visual sales negotiation when purchasing the product (McNeal and Ji, 2003). According toClive Nancarrow et al. (1998) : nine out of ten purchasers, at least occasionally, buy on impulse and unplanned shopping articles can account for up to 51 per cent of purchases ( Phillips and Bradshaw, 1993). 2.6 Packaging as an advertising tool Consumers are bombarded with about 3600 selling messages a day (Rumbo 2002). Yet, because of technology allowing TV watchers to omit commercials and declining advertising budgets, there has been an emphasis on influencing the consumer at the store shelf (Furness 2003). For many products, such as seasonal items, packaging design has acquired the responsibility of advertising ( often being the only advertising the product will receive) and has evolved into the â€Å" silent salesman† (Furness 2003; Rettie and Brewer 2000) It is estimated that between 73% and 85%of purchase decisions are made at this point and the packaging design must play a key role because it is often the only factor that differentiates two products on a shelf ( Sutton and Whelan 2004; Wallace 2001; Buxton 2000; Rettie and Brewer 2000). With a new reliance on packaging design to persuade consumers at the shelf, it is important for packaging design to be studied academically as an influence on consumer behaviour. Research in this area of consumer response to packaging design is being encouraged to assist with increased product sales and increased benefits to the integrated marketing communications (IMC) mix (Tobolski 1994). IMC refers to the channels (advertising, packaging, personal selling, sales promotion, public relations and direct marketing) used by companies/manufacturers to communicate product information to the target audience or intended users of the product ( BNET 2004). Packaging is expected to protect and preserve its contents, differentiate from its competitors, grab the attention of the consumer, and persuade the consumer to purchase (Packaging: good shelf image 2003; Product packaging: empty promises 2000). The vast consumer packaged goods industry continually relies upon colour as a method of differentiation. Research has shown colour (especially non-traditional colour) attracts the attention of the consumer. 3) Colour in packaging This research investigates the use of surface graphics colour as a cue by consumers for finding out 1) Perceived product quality 2) Perceived product performance 3) Which colours influence consumer-decision making, on the consumers intent to purchase? 3.1) What is colour? Colour in its basic nature refers to what the human eye sees when light passes through a prism and produces what is commonly referred to as violet, blue, green, yellow, orange and red and is collectively referred to as the spectrum ( Cheskin 1954). In actuality, when people characterised colour, it is perceived colour or reflected colour. Because colour memory changes some individuals perceive colours differently ( Sharpe 1974). For example one person may see a pure red and another person may see that same red as having a hint of blue or yellow. 3.2) The psychology of colour One marketing cue that global managers can use regardless of location is colour (Kirmani 1997; Schmitt and Pan 1994). Colour is one of t Effects of Colour Packaging on Consumer Behaviour Effects of Colour Packaging on Consumer Behaviour Abstract: When determining possible colour options for a new product, packaging professionals must keep the consumer in mind. First, they determine what type of message the product should give. Based on the message, a colour scheme that represents this message is chosen. This is why basic research is necessary, whether its from previous case studies of similar products or from focus groups. Finally, packaging professionals must create an â€Å"attention† to the product, making it easily noticeable to the consumer. By following these basic steps, the package could be considerably successful. It may also instil a certain image or message into the consumers mind that keeps them loyal for many years This paper aims at investigating the effect of packaging design of the soft drinks industry, specifically colour, on consumer behaviour. Most buyers make the decision of purchasing because of the packaging, which is often considered as the  «silent salesman ». Now that more and more businesses understand the role of packaging to act upon consumers, it is crucial for packaging to be studied as an influence on consumer behaviour. In todays consumption society, consumers are faced with a large choice of product choices and in this way, the packaging plays important roles as it is a source of information. Primary and Secondary data that has been collected for this research signals that consumers are affected by colours in their purchases From our research, we concluded that Blue and Red packaging were much more popular than the other colours. Moreover, yellow packaging was the least popular. Results show that the colours of packaging have a large impact on consumers and therefore on sales and profits. Chapter One: Introduction 1) Background The central point in todays marketing is to fully please consumers needs and prosperity. The major point in marketing planning is always consumer. The firms and markets have massively developed and the competitive environment is becoming more and more concentrated The market today is packed with so many different brands, which make it difficult for consumers to arrive at the final buying choice. At the same time companies also face complications in attracting consumers A brand visual appearance is very crucial to consumers especially in todays visual-obsessed society, where consumers have more choice and less time than ever before. This is why, it has never been more important for marketers to invest in the design and look of their product or logo. When shopping, consumers are confronted with too much choice and the packaging and colour play an important role into this choice. Colour plays a crucial part of business and marketing at both strategic and tactical level and organisations will pay colossal amounts of money to build and improve, so that colours thought of appropriate will be associated with both the company and its variety of products. It can be so successful that in some cases a colour will be immediately related to the organisation on question. Every major organisation will are developing and designing corporate colours that reproduce the values and products of the organisation in consumers minds. In this way it will be hoped that the use of colours will help the customer instantaneously recognise the organisation and perceive it as being competent, contemporary and truthful. Packaging is very important and a colossal amount of time and money is spent on consumer packaging colour design, trying to get colour combinations that exceed expectations. â€Å"Computer technology has helped a great deal in all areas of product research as 3D images can be portrayed and colours and shapes manipulated on the screen to ascertain a respondents reactions. Such is power of colour that it would be extremely hard for us to imagine such well-known products in a different colour, such as green Mars bar, a blue Kit-Kat, a yellow Coca-Cola, a pink Heinz baked bean tin and black Kelloggs cornflake packets.†(Ray Wright 2006) It has been estimated that packaging design plays a major role because it is often the only factor that can differentiate between two products (Buxton 2000; Rettie and Brewer 2000). Actually, we can even go further and say that packaging is now being seen a new form of advertising (Furness 2003, The Silent Salesman) 2) Rational for chosen topic: This study is selected to find out the factors which affect consumer decision while purchasing or selecting a certain colour packaged product. This research will explore the Technological, Cultural, Social, Personal and psychological factors have a big role in consumer buying decision and also how a packaging design and colour will affect and impact on buying decisions of consumers. 3) Statement of the nature of the problem Because Colours and shapes express about 80% of all visual communication (LaCroix 1998), consumers are getting used to employing colour as a means of amassing information. Thus, colour plays an important part in marketing and advertising and especially in packaging. Researchers have spent more than four decades studying the attitude of consumers in the marketplace (Petty, Cacioppo and Shuman 1983). This area is now called and known as consumer behaviour. Consumer behaviour involves the thoughts and feelings people experience paired off with the actions performed during the shopping process (Peter and Olson 1999). When a choice has to be made, a consumer may use the information of size, texture, shape, price, or ingredients to make the decision of which product to purchase especially when setting quality. Thus, it is interesting to investigate the effect of colours used in packaging on consumer behaviour. 2.1The Psychology of Consumer behaviour The study of consumers help firms and organisations improve their marketing strategies by understanding their behaviour. One official definition of consumer behaviour is: â€Å"the study of individuals, groups or organisations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society†. (Hawkins, Best, and Coney, 2001, p7.) Each organisation provides some products that are used by some consumers, even though we may not always recognise the products or consumers as such. 2.2 Factors taken into account when packaging a product Packaging is used to protect the product from damage during shipping and handling, and to lessen spoilage if the protection is exposed to air or other elements. The design is used to attract customers attention as they are shopping or glancing through a catalogue or website. This is particularly important for customers who are not familiar with the product and in situations where a product must stand out among thousands of other products. Packaging designs that standout are more likely to be remembered on future shipping trips. Packaging design and structure can also add value to a product. For instance, benefits can be obtained from package structures that make the product easier to use while stylistic designs can make the product more fascinating to display in the customers home. Decisions made about packaging must not only be accepted by the final customer, they may also have to be accepted by distributors who sell the product for the supplier. For example, a retailer may not accept packages unless they conform to requirements they have for storing products on their shelves. Companies usually create a package for a lifetime. As a matter of fact , changing a products packaging too frequently can have negative effects since customers become conditioned to locate the product based on its package and may be confused if the design is modified. Marketers have long used the colour and design of their product packaging to produce brand awareness. Traditionally, changes to a products look have been undertaken as little as possible as to preserve that hard won brand recognition. Today, rather than sticking with one colour scheme, companies must constantly update their image to keep them as fresh and exciting as the competitions. Packaging decisions must also include an assessment of its environmental impact especially for products with packages that are frequently thrown away. Packages that are not easily bio-degradable could evoke customer and possibly governmental concern. Also, caution must be exercised in order to create packages that do not break on intellectual property, such as copyrights, trademarks or patents, held by others. (Richardson 1994). Recent research by the Henley Centre (Frontiers, 1996) estimates that 73 percent of purchase decisions are made in the store; the design of packaging must play a key role at point of sale. â€Å"The pack design is the salesman on the shelf (Pilditch, 1972)†, â€Å" it should ensure that a brand stands out, is recognised, and is included in the products under consideration† (Connolly and Davison, 1996). Good business is often about finding out consumer trends and forming a strategy that targets growth in key technologies and market segments to capitalize on these trends. As packagers and package printers, they need to be in tune with trends and changes in shopping habits in order to remain successful. 2.3 Role of colour in marketing Research supports the importance of a brands visual appearance to consumers. One study by the Institute for Colour Research revealed that people make a subconscious judgement about an item within 90 seconds of first viewing, and that up to 90% of that assessment is based on colour. Another of their study study reveals that colour increases brand recognition by up to 80%. Colour clearly plays an important part in catching the modern-day consumers eye. According to the Henley Centre, 73% of purchasing decisions are now made in store. Consequently, catching the shoppers eye and delivering information efficiently are critical to successful sales. In todays world of infinite choices no brand can afford to ignore the impact of colour. More importantly, why would anyone want to give that potential advantage away to competitors? Colours send a variety of signals about the person, place or thing they adorn. Using this link between human emotion and colour to sell a product is certainly nothing new. 3) Objectives The objective of this research is to investigate if the colours that are used in packaging do influence our (consumers) behaviour. Understanding the effect packaging colour has on consumer decision- making would be as an introductory mean of investigating packaging design as the new advertising. The study also examines how different colours influence consumer decision making, and ultimately, the consumers intent to purchase. It focuses on packaging design from a communication aspect, not an engineering one. We examine how packaging influences buying decisions for packaged soft drinks products. As we know, the package impacts the consumer. This is because of conflicting trends in consumer decision-making. On one hand, some consumers are paying more attracted to label information (Coulson, 2000). These consumers are more concerned in the product decision and use package information more extensively. On the other hand, modern consumers are often looking for ways to reduce time spent on soft drinks shopping. This can influence decision processes, too, as time pressure reduces detailed consideration of package elements ( Warde, 1999). While these are important issues, and becoming even more critical in the increasing competitive environment, there is little comprehensive study on how packaging elements influence brand choice under involvement and time pressure. This paper aims at forming a better understanding of the link between colours used in packaging and consumer purchase behaviour within the soft drinks industry. 4) Relevance and significance of the subject Until recently, the importance of colour as a brand identity wasnt as recognised. It is nowadays clear that colour can play a very large part of any organizations success. This pushes us into asking ourselves the following questions: Ø How does colour affect us? Ø Which colours have an impact on us? Ø Do organisations carefully choose what colours to use when packaging a product? 5) Structure and content The next chapter will be a literature review that will study: 1) A review of consumer behaviour and especially what mostly affects consumer decisions 2) The effect of packaging design and especially colour on consumer decision making and consumer purchase intent. 3) A review of the literature regarding colour, colour association and colour practices. The third chapter will examine the soft drinks industry nowadays in the UK and worldwide. The fourth chapter will be an explanation of the different methods used to practice a research. It will also outline the method used into this particular research question The fifth chapter, Research questions and methodology, outlines the research questions and the methodology of this study. This chapter presents an in-depth look at the research questions. It explains the survey questions used for qualitative data findings. It provides the results and a discussion of the results. The sixth chapter will be a conclusion which restates the goal of this research and provides a summary of the research. This chapter contains limitations of the study, suggestions for future research and reflection on the study for future replication, and how this study adds to the body of knowledge regarding the influence of packagings colour on the consumer decision making process. Chapter 2: Review of the Literature. 1) Consumer behaviour Shoppers in the United States spend about $6.5 billion on consumer goods (Peter and Olson 1999). A companys continued success is associated with a successful relationship with the consumer. Finding out as much information as possible on consumer shopping choices and behaviour provides companies the tools to produce goods and services to strengthen their relationship with the consumer. In other words, companies have discovered that information obtained from customer databases and in-store observations have proved worthy in regard to earning consumers repeat purchases or business. 1.1) What is consumer behaviour? The phrase â€Å"consumer behaviour â€Å"refers to the feelings and thoughts people experience, and the actions they take while engaging in the consumption process† (Peter and Olson 1999). Consumer behaviour also includes the things in the environment (product appearance, price information, advertisements, packaging, consumer comments, shelf positioning, etc.) that can impact the feelings and actions of the consumer. In addition, consumer behaviour includes a process of exchange between buyers and sellers: people exchange money to obtain products or services. Moreover, consumer behaviour involves the study of what influences the feelings and actions of people while shopping. 1.2) Main factors that lead to customer satisfaction 1.2.1 Price fairness Recent research efforts have isolated several factors that influence consumers price unfairness perceptions as well as potential consequences of these perceptions (Bolton et al. , 2003; Campbell, 1999; Xia et al. , 2004). Previous research has proved the distinction between distributive fairness and procedural fairness. Another concept of price fairness perceptions, the principle of dual entitlement, suggests that one party should not benefit by causing a loss to another party. When a firm uses the high consumer demand to its own advantage by increasing prices, consumers will feel being misused and in this way understand the prices as unfair. For example, a study showed that â€Å"82 percent of the respondents judged a price increase for snow shovels the morning after a snowstorm to be unfair, while only 21 percent of respondents viewed an increase in grocery prices following an increase in wholesale prices as being unfair† ( Kahneman et al. , 1986). While the dual entitlement principle arise from buyers reactions toward sellers obvious exploitation based on supply and demand changes, it is possible that consumers may create perceptions of unfairness based on their own demand situations even without explicit exploitation actions from the seller. For example, when buyers feel that they have to buy a product and must accept whatever the price is, they could be concerned that potentially they could be exploited by the seller regardless even if the seller doesnt actually performs such actions. 1.2.2 Relationship of fairness perceptions to satisfaction Recent research in marketing and psychology has shown that satisfaction is positively correlated with fairness perceptions (Bowman and Narayandas, 2001; Huffman and Cain, 2001; Kim and Mauborgne, 1996; Ordià ±ez et al. , 2000; Smith et al. , 1999). , Oliver and Swan (1989a, b) found that customers fairness perceptions depended on a suppliers commitment and the quality of the goods and services comparing to the price paid. 1.2.3 The concept of tolerance Given many different ideas within the literature, however, it is generally agreed that customer satisfaction involves the comparison of standards whether they be in the form of expectations, desires, wants, ideal or equitable performances. To explain the diverse issues surrounding expectations and standards with regarding customer satisfaction, Zeithaml et al. (1993) first proposed the notion of the â€Å"zone of tolerance†, which they describe as the extent to which customers recognize and are willing to accept heterogeneity (Zeithaml et al., 1993, p. 6). It is on this basis they proved that an individuals zone of tolerance is the difference between what they desire and what they consider satisfactory, in terms of performance, and this zone can differ and contrast across situations and individuals. This may explain why some customers are consistently easy to please and others are interminably difficult (Mooradian and Olver, 1997, p.389). It can be that those customers who are easily pleased have a large zone of tolerance, in terms of their product expectations, whereas those who are quite difficult have a very narrow zone of tolerance. This would explain differences in expressed satisfaction ratings of consumers who have essentially had very similar product experiences. This notion was alluded to by Mittal and Kamakura (2001 ) with regards to satisfaction and repurchase intentions. They suggested that consumers may have different thresholds or tolerance levels towards repurchase (p. 132) and that consumers with the same satisfaction rating may have different levels of repurchase behaviour because of these differences. On this basis, it could be concluded that some individuals are simply inclined to product satisfaction and repeat purchases, whereas others are not (Grace, 2005). 2) Packaging 2.1) What is packaging? What is packaging? In general terms, packaging is the container that is in direct contact with a product, which â€Å"holds, protects, preserves and identifies the product as well as facilitating handling and commercialisation† (Vidales Giovannetti, 1995). More specifically, and following Vidales Giovannetti (1995), there are three types of packaging: Primary packaging which is in direct contact with the product, such as soft drinks bottles, Secondary packaging which contains one or more primary packages and serves to protect and identify them and to communicate the qualities of the product ( it is normally disposed of when the product is used or consumed). Finally, tertiary packaging which contains the two previous ones and its function is usually to distribute, integrate and protect products throughout the commercial chain. This could be the cardboard box that contains several bottles. Packaging is also considered to form part of the product and the brand. For Evans and Berman (1992) packaging is a product image or characteristic. For Olson and Jacoby (1972) packaging is an important element of the product, that is to say, it is attribute that is related to the product but that does not form part of the physical product itself. Price and brand are also crucial elements of the brand and according to Underwood et al. (2001); these are the most important values when it comes to deciding what products to buy. Keller (1998) also considers packaging to be an attribute that is not associated to the product. For him it is one of the five elements of the brand which include the name, the logo and/or graphic symbol, the personality and the slogans. Packaging is presented as part of the buying and consuming process, but often it is not as important as to the ingredients that are essential for the product to function (Underwood, 2003). 2.2) Packaging functions and elements Different people respond to different packages in different ways, depending on their personnality ( Vakratsas and Ambler, 1999). Since an evaluation of attributes is less important in low involvement decision making, a highly noticeable factor such as graphics and colour becomes more important in choice of a low involvement product (Grossman and Wisenblit, 1999). On the other hand, the behaviour of consumers towards high involvement products is less influenced by image issues. For low involvement, there is a strong impact on consumer decision making from the development of the market through marketing communications, including image building (Kupiec and Revell, 2001). The significance of graphics is explained by the images created on the package, whether these images are purposely developed by the marketer, or unintended and unanticipated. Graphics includes image layout, colour combinations, typography, and product photography, and the total presentation communicates an image. For consumers, the package is the product, particularly for low involvement products where initial impressions formed during initial contact can have lasting impact. According to Nancarrow et al. , 1998, the design characteristics of the package need to stand out in a display as it is one of the most important attribute in order to target consumers Many consumers today shop under higher levels of perceived time pressure, and tend to purchase fewer products than intended (Herrington and Capella, 1995; Silayoi and Speece, 2004). Products purchased during shopping excursions often appear to be chosen without prior planning and represent an impulse buying event (Hausman, 2000). A package that attracts consumers at the point of sale will help them decide quickly on what to buy in-store. As the customers eye movement tracks across a display of packages, different new packages can be noticed against the competitors. When scanning packages in the supermarket, the differential perception and the positioning of the graphics elements on a package may make the difference between identifying and missing the item (Herrington and Capella, 1995). 2.3 The marketing side of packaging Packaging seems to be one of the most important factors in purchase decisions made at the point of sale (Prendergast and Pitt, 1996), where it becomes an essential part of the selling process (Rettie and Brewer, 2000).Packaging is now recognised as the salesman† of the shelf at the point of sale. The importance of packaging design is increasing in such competitive market conditions, as package becomes an important vehicle for communication and branding (Rettie and Brewer, 2000). Prendergast and Pitt (1996) review the basic operations of packaging, and delimitate them by their role in either logistics or marketing. The main function of packaging is primarily to protect the product when moving through distribution channels. In marketing, packaging provides a successful method of communication about product attributes to consumers at the point of sale. The package sells the product by drawing in attention and communicating, and also allows the product to be contained, portioned and protected. Packaging is one key product attribute perceived by consumers. It is always fulfilling the marketing function, even if a company does not openly recognize the marketing aspects of packaging. The package is an important factor in the decision-making process because it transmits a specific message to consumers. Intention to purchase depends on the degree to which consumers expect the product to satisfy them when they consume it (Kupiec and Reveil, 2001). How they comprehend it depends on communication elements and this is the key to success for many marketing strategies. The packages overall features can emphasise the uniqueness and originality of the product. In addition, product characteristics influence the perception of quality transmitted by packaging. If it conveys high quality, consumers assume that the product is of high quality. If the package communicates low quality, consumers transfer this low quality perception to the product itself. The package communications can be favourable or unfavourable. Underwood et al. (2001) suggest that consumers are more likely to imagine aspects of how a product looks tastes, feels, smells, or sounds while they are watching a product picture on the package. 2.4 Packaging: biggest medium of communication Behaeghel (1991) and Peters (1994) consider that packaging could be the most important communication medium for the following reasons: It reaches almost all buyers in the category; It is present at the crucial moment when the decision to buy is made; and Buyers are actively involved with packaging as they examine it to obtain the information they need. This is why it is essential to communicate the right brand and product values present on packaging and to achieve a suitable esthetical and visual level ( Nancarrow et al. , 1998). Similarly, McNeal and Ji (2003) underline that the belonging of packaging as a marketing element resides in the fact that it often accompanies the use or consumption of products and, therefore, the possibility of conveying brand values and product characteristics increases. Wit Deasy (2000) points out that the characteristics of a product its positioning are permanently transmitted over seven stages: 1) Point of sale; 2) Transporting the product home; 3) Home storage; 4) Opening; 5) Serving the product for consumption; 6) Reclosing or putting away; and 7) Disposal. Underwood (2003) points out that, unlike the transmission of positioning through advertising, packaging allows positioning to be transferred live. As it accompanies products, packaging lives in the home and potentially becomes an intimate part of the consumers life constituting a type of life experience between the consumer and the brand (Lindsay, 1997). 2.5 ) Packaging: the silent salesman From the consumer perspective, packaging also plays a major role when products are purchased: packaging is crucial, given that it is the first thing that the public sees before making the final decision to buy (Vidales Giovannetti, 1995). This has increased with the popularisation of self-service sales systems which have caused packaging to move to the task of attracting attention and causing a purchase. In the past, it had remained behind the counter and only the sales attendant were the link between the consumer and the product (Cervera Fantoni, 2003). According to Sonsino (1990), self-service has taken the role of communicating and selling to the customer from the sales assistant to advertising and to packaging. This is why packaging has been called the silent salesman, as it communicates us of the qualities and benefits that we are going to obtain if we were to consume certain products (Vidales Giovannetti, 1995). Nowadays, packaging provides manufacturers with the last opportuni ty to influence possible buyers before brand selection (McDaniel and Baker, 1977). In this way we can say that all the packaging elements, including texts, colours, structure, images and people/personalities have to be combined to provide the consumer with visual sales negotiation when purchasing the product (McNeal and Ji, 2003). According toClive Nancarrow et al. (1998) : nine out of ten purchasers, at least occasionally, buy on impulse and unplanned shopping articles can account for up to 51 per cent of purchases ( Phillips and Bradshaw, 1993). 2.6 Packaging as an advertising tool Consumers are bombarded with about 3600 selling messages a day (Rumbo 2002). Yet, because of technology allowing TV watchers to omit commercials and declining advertising budgets, there has been an emphasis on influencing the consumer at the store shelf (Furness 2003). For many products, such as seasonal items, packaging design has acquired the responsibility of advertising ( often being the only advertising the product will receive) and has evolved into the â€Å" silent salesman† (Furness 2003; Rettie and Brewer 2000) It is estimated that between 73% and 85%of purchase decisions are made at this point and the packaging design must play a key role because it is often the only factor that differentiates two products on a shelf ( Sutton and Whelan 2004; Wallace 2001; Buxton 2000; Rettie and Brewer 2000). With a new reliance on packaging design to persuade consumers at the shelf, it is important for packaging design to be studied academically as an influence on consumer behaviour. Research in this area of consumer response to packaging design is being encouraged to assist with increased product sales and increased benefits to the integrated marketing communications (IMC) mix (Tobolski 1994). IMC refers to the channels (advertising, packaging, personal selling, sales promotion, public relations and direct marketing) used by companies/manufacturers to communicate product information to the target audience or intended users of the product ( BNET 2004). Packaging is expected to protect and preserve its contents, differentiate from its competitors, grab the attention of the consumer, and persuade the consumer to purchase (Packaging: good shelf image 2003; Product packaging: empty promises 2000). The vast consumer packaged goods industry continually relies upon colour as a method of differentiation. Research has shown colour (especially non-traditional colour) attracts the attention of the consumer. 3) Colour in packaging This research investigates the use of surface graphics colour as a cue by consumers for finding out 1) Perceived product quality 2) Perceived product performance 3) Which colours influence consumer-decision making, on the consumers intent to purchase? 3.1) What is colour? Colour in its basic nature refers to what the human eye sees when light passes through a prism and produces what is commonly referred to as violet, blue, green, yellow, orange and red and is collectively referred to as the spectrum ( Cheskin 1954). In actuality, when people characterised colour, it is perceived colour or reflected colour. Because colour memory changes some individuals perceive colours differently ( Sharpe 1974). For example one person may see a pure red and another person may see that same red as having a hint of blue or yellow. 3.2) The psychology of colour One marketing cue that global managers can use regardless of location is colour (Kirmani 1997; Schmitt and Pan 1994). Colour is one of t