For the same author (they ibidem, P. 290), ' ' when the aggregate value … for design is very great, the product is bought only by it and not for its function prtica.' ' The differentiation of products also can be carried through by means of the symbolic, described character for Villas-Good (2003, p.40) as the phenomenon of the fetichizao of the product. Exactly having the same functional and formal characteristics a product obtains to differentiate itself by means of symbolic components that add value it. The value of the product is determined by its meaning for the individual and the society where he is inserted.
This value takes the product to be desired, venerated. The transformations in design of tangible products, according to Kotler and Keller (2006), occur in search of the differentiation, a new identity for the mark. Ellinger4 (1966, cited for BRDEK, 2006, P. 285) explains that ' ' the product can possess symbolic language and in multicamadas' ' , it can present different forms of if expressing and cites examples that are part of the product to be analyzed as: ' ' dimension, form, physical structure of the surface, movement, characteristics of the material, form to fill function, colors and graphical configuration of the surface, … tones, … packing and resistance the influences externas' ' that they can influence the purchaser of positive or negative form.
Lbach (2001) explains the importance of if analyzing design of the product in its development. The form for the author (they ibidem, P. 161 the 166) can be considered the item most important of an object, being able to be plain or space (also known as three-dimensional). For Lbach, the color is especially necessary, being used for ' ' to reach psique of the user of produto' '. Products with stronger tones provide to a bigger prominence, leading the consumer to buy it.