The Exposure Effect
The success of Starbucks can be accounted through the notorious Starbucks coffee cup. The green mermaid Starbucks emblem plastered in the middle of the white cup is constantly seen in the hands of the rich and famous. As the famous becomes increasingly associated with Starbucks people see cup as a status symbol. The repeated exposure of Starbucks amplified the popularity of the overpriced coffee. Starbucks increased this effect by including inspirational quotes in the design of the cup. Thus, the more one purchases Starbucks the more often they will be exposed to meaningful words, strengthening the exposure effect.
Starbucks advertising campaigns are based on the exposure effect rather than advertising campaigns, resulting in the massive success of the company.
Expectation Effect
The success of Starbucks can be accounted through the notorious Starbucks coffee cup. The green mermaid Starbucks emblem plastered in the middle of the white cup is constantly seen in the hands of the rich and famous. As the famous becomes increasingly associated with Starbucks people see cup as a status symbol. The repeated exposure of Starbucks amplified the popularity of the overpriced coffee. Starbucks increased this effect by including inspirational quotes in the design of the cup. Thus, the more one purchases Starbucks the more often they will be exposed to meaningful words, strengthening the exposure effect.
Starbucks advertising campaigns are based on the exposure effect rather than advertising campaigns, resulting in the massive success of the company.
Expectation Effect
As the Starbucks cup became increasingly exposed, people began to hold expectations of people who possessed the cup. Due to the high prices associated with Starbucks the cup tends to define consumers as wealthy and sophisticated. When applying the expectation effect to the Starbucks cup, the halo and placebo effect highlight the expectations that can arise from a design. For example, if an employer was a Starbucks enthusiast and a new employee came into work with a Starbucks cup, the employer would view them more positively then a Tim Horton’s toting employee. This idea follows the halo effect phenomenon. Touching upon the placebo effect, an insecure person who wants to portray them self as urban and chic could use the Starbucks cup as an antidote. The belief that a Starbucks cup will make them appear more sophisticated would change the way the act.
Framing
Starbucks changes the design of the cup depending on the season. During the 2008 holiday season the design of the traditional white cup has been changed to a deep red with white silluotes of Christmas characters. The design was reframed to accommodate the new red campaign. The campaign emphasizes the positive effect of buying the expensive product, which is to help save children in Africa. For example, if a critic was to frame the red design negatively they may emphasize the expensive prices and that we help save people in Canada.
Figure-Ground Relationship
The Starbucks cup has a stable figure-ground relationship. The Starbucks emblem acts as the figure, while the surrounding white space acts as the ground. The figure is the object of focus. This is due to its defined circular shape and its location underneath the horizontal brim of the cup. The surrounding white space ensures that the emblem is the only point of visual stimuli. Additionally the use of white space minimizes visual confusion eliminating any other visual stimuli, allowing the emblem to be easily recalled.
Framing
Starbucks changes the design of the cup depending on the season. During the 2008 holiday season the design of the traditional white cup has been changed to a deep red with white silluotes of Christmas characters. The design was reframed to accommodate the new red campaign. The campaign emphasizes the positive effect of buying the expensive product, which is to help save children in Africa. For example, if a critic was to frame the red design negatively they may emphasize the expensive prices and that we help save people in Canada.
Figure-Ground Relationship
The Starbucks cup has a stable figure-ground relationship. The Starbucks emblem acts as the figure, while the surrounding white space acts as the ground. The figure is the object of focus. This is due to its defined circular shape and its location underneath the horizontal brim of the cup. The surrounding white space ensures that the emblem is the only point of visual stimuli. Additionally the use of white space minimizes visual confusion eliminating any other visual stimuli, allowing the emblem to be easily recalled.
Figure-Ground Relationship
The Starbucks cup has a stable figure-ground relationship. The Starbucks emblem acts as the figure, while the surrounding white space acts as the ground. The figure is the object of focus. This is due to its defined circular shape and its location underneath the horizontal brim of the cup. The surrounding white space ensures that the emblem is the only point of visual stimuli. Additionally the use of white space minimizes visual confusion eliminating any other visual stimuli, allowing the emblem to be easily recalled.
The Starbucks cup has a stable figure-ground relationship. The Starbucks emblem acts as the figure, while the surrounding white space acts as the ground. The figure is the object of focus. This is due to its defined circular shape and its location underneath the horizontal brim of the cup. The surrounding white space ensures that the emblem is the only point of visual stimuli. Additionally the use of white space minimizes visual confusion eliminating any other visual stimuli, allowing the emblem to be easily recalled.
Constancy
When a consumer walks down the street holding Starbucks cup the size remains constant to a person perceiving the object from a distance. This is due to the fact that a Starbucks cup is an easily recognizable and many have memories of what sensory inputs the artefact consists of. The Universal Principals of Design defends this idea by defining constancy as “a process of continuously reconciling sensory inputs with memories about the properties of things in the world.” The green emblem surrounded by white space, illuminates the cup as a familiar object. This allows people to perceive its size, brightness, and shape as constant.
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