The Key Points in This Chapter
- Packaging is the only guaranteed shopper marketing mate-rial in the store.
- Packaging sits next to the competition, so it is rarely considered in isolation. The design of the packaging can influence whether or not a shopper notices it on shelf.
- The shopper understanding that is incorporated into packaging design should help the shopper quickly and accurately understand: Who Am I, What Am I, and Why Am I Good for You.
Part A: Execution in the Real World
It was 8 a.m. and the shopping center was empty. The cafe was the only shop open; it was not the ideal place to meet Amy’s boss Murray. A Monday morning “pow-wow” had been Murray’s request though; “to discuss the Project Java proposal in-store.”