Inside the Mind of the Shopper: The Science of Retailing by Herb Sorensen

Author:Herb Sorensen [Sorensen, Herb]
Language: eng
Format: mobi, pdf
Publisher: Pearson Education
Published: 2009-04-28T14:00:00+00:00

Ten personalities of a package are as follows:

• Container/transporter: This is the box, bottle, bag, or can. Functionality is the key.

• Protector: Protects the product, the consumer, and the environment.

• Facilitator: Is easy for the consumer to use. Easy to open, use, and seal.

• Attention-getter (shelf impact): Communicates through color, graphics, or copy to grab the shopper’s attention.

• Communicator: Communicates brand identity and the product’s reason for being.

• Image builder: Claims, statements, or banners, which enhance or strengthen the image of the brand.

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