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Traditionally, customers may consider more about what they buy the product for. However,
the image of product and the consuming circumstance have become the key points to attract
customer awareness and stimulate their buying needs. Frequently, customers buy goods just
because they are cute, lovely and unique. With a less emphasis on functional utilities, the
experience and imaginative space are placed into an increasingly important role. The image of
product is emphasized, as well as the communication between products and consumers.
“Customer behavior, which appears to be focused and directed at the object and at pleasure, in
fact responds to quite different objectives: displaced expression of desire, and the production of a
code of social values through the use of differential signs”(Baudrillard) . The reason for
image-oriented customer behavior is probably that customers lifestyle has been continuously
virtualized by paying much attention to “Virtual Reality”. The evidences can be traced from
computer games and Hollywood movies, in which customers preference for fleeing reality is
perfectly matched.
This change requires us to take efforts to enhance product image by integrating style, color,
taste, shape and material, and communicate with customers creatively, imaginatively and
innovatively, and enable them to enjoy the distinctive experience image brings. “[A] need is not a
need for a particular object as much as it is a need for difference” ( Baudrillard). The typical
example is Apple Computer s IMAC, which has strong visual impact and outstanding dynamics.
By this way, customer relationship can be set up through image, and brand can be treated as
living that can transform people. Other examples commonly used are Disney Fairyland and Las
Vegas, where new experience and imagination are fully demonstrated. In sum, consumption is
negotiation, a never-ending conversation held in the languages of advertising, packaging, branding,
fashion, and entertainment.
More Attention to the Image of Product
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