However, communication through packaging has become more challenging, since the number of products that is offered in a supermarket has doubled every ten years (Cross, 2000). This has resulted in a cluttered store environment, where an abundance of products is offered. In such an environment, purchase decisions are often not based on systematic and critical evaluation of product features, but rather on heuristic, ‘‘fast and frugal” processing of packaging cues (Dijksterhuis, Smith, Van Baaren, & Wigboldus, 2005; Grunert, 2005)