perceptions of fit.As such, our knowledge of other drivers of brand extension evaluations, such as a brand’s cultural symbolism, is relatively limited.
In contrast to the deliberate reasoning involved in the perceived fit or country-of-origin (COO) assessments that might be relevant for culturally iconic brands, the theoretical framework proposed in this article focuses on a less-conscious type
perception through smart, evocative advertis-
ing and communication strategies. During the
latter half of the twentieth century design be-
came an increasingly valuable competitive
asset in, for example, the consumer electron-
ics, automotive, and consumer packaged
goods industries. But in most others it re-
mained a late-stage add- on.
Now, however, rather than asking designers
to make an alread
looms in a LOW ANGLE, part of the clutter behind the gymnasium.
A CAT enters FRAME.
CAMERA DOLLIES FORWARD, prowling with him through the landscape of trash receptacles and shadows.
CLOSE ON CAT
Which freezes, alert, sensing something just beyond human perception.
A sourceless wind rises, and with it a keening WHINE.
Papers blow across the pavement.
The cat YOWLS and hides under the dumpster.
simultaneously)
Still diving, depth nine hundred feet. Port
clearance to cliff wall, one hundred fifty feet.
Tension builds in the attack room as the Montana surges to intercept the
intruder. The exec tensely watches the vector-graphic readout for the side-
scan sonar array. The sub is running uncomfortably close to the cliff walls.
EXEC
(low, to Captain)
Its getting tight in here.
CAPTAIN
We can
perception. The problem is that it is not easy to discriminate holidays from weekdays, because fonts and colors for those two are same.
We can analyze this problem by using the concept of Gestalt grouping. Our mind system follows the rules of grouping stimuli to perceive an order or a form in a basic sense. Those rules are the principles of proximity, similarity, continuity, closure and conne