Now, turn to Arizona Green Tea with Ginseng. The packaging for the single serving uses the label that is mint green with an oriental flavor, suggesting the benefits of Zen and the addition of ginseng and honey. Now contrast that with the Family One Gallon size, in a clear plastic, industrial container that looks more like detergent or motor oil than a delicious health beverage. Are the products identical -- more likely yes. Is the family size more economical -- yes, from a price point-of-view? But when asked which one would be chosen based on "packaging design and looks" it is easy to see that the Fuze or the single serving tea would be more appealing.

Finally, we move into the idea of function and sustainability in design. With the advent of globalism, consumers are more and more aware that their purchasing choice reflects their political and cultural views. They...
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