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 ⚫ Designers use these messages in various proportions, depending on the nature of the product.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 ⚫ Designers use these messages in various proportions, depending on the nature of the product