 Firms or brands utilize this sense in order to establish its identity and ultimately create a sight experience for an individual.We use our sense of sight to perceive contrasts or differences between many things such as big or small, light or dark or thin and thick, this helps us realize when there are certain differences or changes in a new package, new store interior or new product design.We often notice these differences and acknowledge them, reactions to changes are prevalent in physical goods, services and the service landscape.