100 GREAT BUSINESS IDEAS • 115It is a tactic used by Coca-Cola, whose distinctively curvy, long-
necked glass bottle wrapped in the distinctive red and white logo
is a symbol of American consumer culture—instantly recognizable
on the crowded soft drinks shelves in supermarkets.
Possessing a distinctive design allows people to form emotional
attachments to your product and to use it as a status symbol. Your
packaging becomes an extension of your logo—don’t neglect it, and
don’t be content to merely conform to the industry standard: seek
to surpass it.
In practice
- Pay attention to small details in product design: well-crafted
lines and curves have a subtle impact. - Sexuality can be important. Products with a design that loosely
mirrors the shape and form of the female body (such as a Coke
bottle) are supposedly more appealing (they may make a talking
point, providing an added dimension to marketing). - Intangible products, such as fi nancial advice, are not excluded
from the challenges of good product design. Managing the
customer experience and designing offi ces and marketing
campaigns are activities that benefi t from good product design to
make these products and services more eye-catching, enjoyable,
and memorable. - Consider hiring a professional product expert for advice on what
design will best work for your customer offering.