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 customers 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