Grand Designs Can Stir Emotions, Sales

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NEW YORK Product design plays a key role in larger marketing plans owing to its ability to influence both rational and emotional buying decisions, said E*Trade CMO Nick Utton at the Future Marketing Summit here on Monday.

The event, co-sponsored by Adweek, featured a panel of industry executives who attempted to place design in a contemporary communications context.

“The iPhone. I want one,” Utton said of Apple’s sleek new smart phone, which through design communicates messages such as: “It’s cool.



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