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TRIZ – Color Clarity Changes
“Remember when Dr. Yarborough gave me a 9 and you a 10 on that pop quiz?”
“No, not really.
“The score was out of 100!!”
“Oh…yeah…I remember now.
Mitch Culbreath and I haven’t spoken since college, which was about 25 years ago. He Googled my name on a whim, found me, and picked up the phone. After we covered the basics: jobs, where we live, pets, and so on, I asked him what his wife did for a living.
He told me she was a “color consultant”.
“Yeah… that’s what all the guys say.
Roy Williams’ latest project, Thought Particles, is based on this interesting question; “What is the smallest unit of thought?”
It was only after science broke down matter into its basic components – its smallest particles – that we were able to design substances with the specific properties we desired.
Similarly, if we want to suggest an idea, make an accurate statement, convey a feeling, capture a mood, paint a mental picture, send a signal or persuade a person, we must create a message with specific characteristics. We do this consciously or unconsciously by arranging the basic components of thought: thought particles.
That’s really all I want to say about thought particles here; this topic could fill many volumes of books. I mention thought particles because the results of this research revealed that we communicate through 12 languages of the mind. One of these languages is color.
Knowing this, I am always curious and interested to learn more from people who are color experts. Of course I had to talk to Mitch’s wife.
Mitch’s “colour consultant” wife is Robin Culbreath and she is the founder of Robin Culbreath Limited. Robin is the creator of the TrendLab Report: the leading consumer lifestyle design trend and color forecast report.
“Mark, I hate to say it, but most men just don’t understand what I do. I think it took Mitch nine months to finally get it. This is what I do; I identify, interpret and translate consumer lifestyle and color trends primarily for the home furnishings industry , but also for others.”
As I spent more and more time with Robin, I finally began to understand what he was doing. It does infinitely more than just “consult color”. But for our purposes let’s stick to the color discussion because it’s extremely powerful.
Robin looks at trends and predicts what products manufacturers should be making in the next few years, including what colors will be hot. Trends can last from three to seven years, and one of the main things manufacturers can do during those years to keep a product looking fresh and extend its life is to change its color and manage color evolution over time. Making color changes to a product is infinitely cheaper than changing the actual design and redesigning the product.
You can significantly extend the life of a product line by changing the color of the product and maintaining a fresh look.
Here is a great example that Robin shared with me. 3M Post-it Notes have had the same line of neon colors for years. Robin spent months and months convincing 3M that Post-it Notes desperately needed a color facelift. Not everyone likes neon, you know.
She eventually managed to get the “Sweet Pea” color selection approved, but almost didn’t get one radical new color approved as part of the package. It took many, many negotiations before the final color was approved and added to the color selection. Robin had to go all the way to the top of the 3M food chain for approval.
What was this radical new color, you ask?
They have a favorite phrase in her industry;
Color sells, but the right color sells better.
The principle of color/brightness changes is usually applied in one of two ways:
1. Change the color of the object or its external environment.
i.e. Use safe lights in a photographic darkroom.
2. Change the transparency of the object or its external environment.
i.e. use photolithography to change a transparent material into a solid mask for semiconductor processing. Similarly, change the mask material from transparent to opaque for screen printing.
In other words, color/brightness change refers to a change in color or transparency.
Clarity and transparency
Have you ever seen glasses that changed tint? The tint of the glasses darkens when worn outdoors to the point that regular glasses can be used as sunglasses. When you go back inside, the transparency of the sunglasses will increase and the lenses will become clear again. The tint or transparency of the glasses adapts to the level of ambient lighting.
Toy manufacturers also use transparency in the packaging of their products. Have you ever had to open a product while standing in a department store aisle to see and touch the product inside? Eventually, toy manufacturers smartened up and designed their packaging so that kids and parents could actually see the toy in the box.
Clarity also plays a role in sports. NASCAR and motocross drivers use tear-off visors to improve the clarity of their vision on the road. Rather than wiping mud and dust off the visor, they just peel off the top layer to create more clarity.
Clarity does not apply strictly to material objects. The Tylenol scare in the early 1980s is a great example of changing clarity from a non-technical perspective. After seven consumers died as a result of ingesting potassium cyanide capsules, Tylenol management was very transparent and took full responsibility for their actions. Tylenol management has promised to take swift action to ensure that a similar situation never happens again.
Although the capsules were believed to have been tampered with by an outside source, Tylenol stepped up to the plate and took full responsibility for the deaths. Their transparency and willingness to accept blame for the situation made the impact far less severe than it could have been.
How did Iomega become a billion dollar company in the 1990s thanks to the Zip Drive? They took existing technology and replaced the boring off-white plastic exterior that every other company was using with cobalt blue.
Color and clarity can have a major impact on the profit and productivity of your product or business? Can you look through the lens of color and clarity to find a solution to your problem or improve your product or service? Can you give your product a facelift with paint?
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