In virtually every product type there are quality issues to consider that center on the visual impressions of the customer. Those issues may relate only to the packaging impression where the performance of the product after purchase has no apparent visual linkage. In other products visual impressions give the customer cues regarding the sort of product performance they can expect. Some of these cues can be easily related to measured performance, some are relationships between appearance and performance that the consumers have developed over the years. Many times we, in the study of our product, cannot create a scientific link between visual characteristics and performance. Our inability to create this linkage however is our shortcoming, not that of our customer.
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