DINKs, SKOTEs, DIPPie,GIZIGI;
Presumably, certain images will appeal to these different groups and others will not.
Continuous effort to identify tomorrow's hot trend or an unfulfilled need
Discover the purchasing preference
Seek to identify behavioral patterns
三,The Retail Environment
Modern retail establishment --- choices
Typical consumer sees fewer than 100 of these and leaves the
store with about fourteen.
Individual products present an equally astonishing number of
choices
The challenge facing the package designer
Package---the only medium influence the purchase
Consumer and package--- final confrontation
Depending on the information source and the nature of the product
About 68 and 80% decisions are made the product shelf.
Consumer rarely has a specific list
Product must convey messages to motivate decision in 7 seconds
三,The Retail Environment
Cluttered graphic designs and contradictory messages
unseen is unsold.
Merchandising methods
self-serve sales clerks pegboard display
shelf display mail order vending machine
door to door warehouse outlets department stores
specialty stores inspection before purchase
Merchandising change
From the second-choice economy option to better price.
Merchandisers--- UPC codes and computers
Power in the hands of retailers
tell suppliers what is needed
四,Fundamental Messages
the most important first item of understanding that must be delivered in a flash is :
What is this
customer needs information to make a purchasing decision. With 100 options clamoring for the customer's attention, the customer will want to know
What is it going to do for me
A last factor that may contribute to the purchase decision is the answer to the question;
Who guarantees that
company or brand name may influence the purchase decision

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