customisation allows the user to feel special and in command creating a sense of ownership
consumer expectations are making brands be more changeable
the introduction of 3d printing
personalisation is everywhere from ads to recommendations on movies
digital printing meant everyone could be a graphic designer
allowing consumers too much freedom and not enough 'choice paralysis'
designers have to allow for a lot of possible outcomes for their product, becoming problem solvers rather than focused on aesthetics
more memorable
examples : when Coca Cola introduce the marketing campaign of having names on the bottles
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