Starbucks created an aesthetic atmosphere all its own. Consumers experience a "soothing collection of things that seem to fit together," and are seduced (Schmitt, p. 82). Organic aesthetic elements, such as light wood tones and brown bags stimulate a naturalistic atmosphere. Inorganic touches, like glass shelves, polished marble counter tops, and modern white track lighting offer a contemporary feeling. The Starbucks logo demonstrates this dual message: a female human with long flowing hair, abstract-representational in form, is depicted in black and white and encircled by a band of green. This stylized presentation echoes the precision and artistic level of American offices- smooth, varnished light woods, dark marble, and well-designed blend of organic and modern touches have been in use for over a decade (Schmitt, p. 83). Starbucks packages lure consumers as well. Coffee beans hugged by smooth, straight, soft bags make the bumpy contents seem smooth; Chips Ahoy employs the same matte-feel packaging for hard cookies. Each package displays a design unique to the type of coffee in the collection. According to Scmitt, the colorful graphics offer planned divergence from a basic uniformity of style. "It is a poster-art look that uses a minimalist base accessorized by a touch of ornamentalism" (Scmitt, p. 84). Starbucks' organized, familiar style, although borrowed from known artistic looks, allures consumers.
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