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Shopper Marketing, 2nd Edition by Ville Maila, Markus Stahlberg

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‘Too many choices’ – and their implications for package design

SCOTT YOUNG

Scott Young is the president of Perception Research Services International (www.prsresearch.com), a company that conducts over 800 studies annually to help develop, assess and improve packaging systems – and to help marketers ‘win at retail’.

Introduction

It’s often said that package design should start with the shopper, but what exactly does that mean? Is it focusing on a specific shopper segment? Or highlighting a feature or claim that tested well? Instead, we’d suggest that design should start with the primary reality of the shopping experience: an overabundance of choice.

Whether they are in Shanghai, Santiago or San Francisco, shoppers are regularly overwhelmed ...

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