Rational use of the «Golden Section of Pythagoras», «Golden Sections of Archimedes» and Fibonacci numbers in the development of TM and brand in marketing
The article investigates the use of Fibonacci numbers and «golden sections» of Archimedes and Pythagoras in their use in architecture, art, painting, engineering, medicine, chemistry, physics, mathematics and other spheres of human life. It is also known that in the world around us all nature is built and develops on the principles of the golden ratio of Fibonacci numbers and the golden ratio of Archimedes and Pythagoras in their increasing and decreasing series. It is also known that the whole and its parts in the living world are also built on the principle of the golden ratio. Scientists have also proveт that our eye and its structure are also «designed» by nature on the basis of the golden ratio. Data transmission, which perceives the human eye is transmitted to the human brain waves also on the principles of the golden ratio. That is, what surrounds us and how we built in nature is built on the principles of the golden ratio. That is, our life is based on the principles of the golden ratio. Everything that man creates to make it rational, natural, beautiful and we like should also be built on the principles of the golden ratio and Fibonacci numbers. Since the information that we perceive by 90% passes through the eyes, and what we perceive most (about 70%) is the form, and the other 20% are colours, signs, drawings, inscriptions, in order to properly influence a person naturally and especially for «green» brands and TMs, which can be transmitted through packaging, the product or service itself, or communication, or presentation or in any other way, we must use Fibonacci numbers and golden sections. It is proposed to use the golden ratio in marketing when planning and managing an enterprise, in particular for calculating and forecasting prices, the appearance and size of packaging, as well as developing color schemes for packaging, trademarks, brands, placing goods on shelves, the shape and placement of labels on packaging and everything else related to the shape, size, color schemes, signs and symbols; calculating and looking at shelving inside and outside points of sale; developing a communications plan and implementing it, developing and managing musical accompaniment, smells and other means, which improves perception and communication, ranging from individual brands to product brands, companies, distributors, customer brands and «green brands».
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