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XIV. Services

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What exactly is a service? According to Service Design by Daniel Saffer, a service is a chain of activities that form a process and have value for the end user (Saffer 175). There are different characteristics attached to a service which are:

1. Intangible: Customers can’t touch or see the service but rather see just the physical embodiments associated to it

2. Co-Created: Services aren’t only created by the provider but require the involvement and engagement of customers. Customers fuel the cycle.

3. Flexible: Adapting the service to a particular situation

5. Time-Based: “Time is Money.” Services take time to perform and whatever time is not used up, it is lost.

6. Active: Humans create the service and use it. They determine the busyness of the service.

7. Fluctuating demand: Depends on a range of things such as season, time of day, cultural mood, what’s “in” and what’s “out” etc.

Saffer also mentions branding which shows the effect the service has or the expression it shows to the media. Saffer gives different examples of company branding such as Tiffany’s Blue Box, Disney’s handwriting script, and the green that’s associated with John Deere. He also goes onto to mention how you wouldn’t find a fluffy checkout at Home Depot (environment) but instead would encounter the company’s rugged, no nonsense branding. I find this particularly interesting because as a graphic designer branding is everything; it’s about selling yourself to the public and creating an image for you. In graphic design, the logotype or symbol is what can make you iconic and memorable which leads to success. For example, Nike and Coca Cola’s symbols are known throughout the world and everyone because of the simplicity and marketing associated with the branding of the company. Also, this drags in the concept that for something to be successful, it needs a partnership or a marriage between different people (consumers and producers). Without the consumers, these brandings would be left in the dust, not memorable. The consumers and producers need to form a marriage or a harmony with each other to prove success. As the great Henry Ford quotes, “Coming together is a beginning. Keeping together is progress. Working together is success.”


Written by minjikwon

November 18, 2009 at 4:46 pm

Posted in Uncategorized

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