Self-service. An increasing number of products are sold on a self-serve basis. In an average supermarket,
which may stock 15,000 items, the typical shopper passes some 300 products per
minute. Given that 50 percent to 70 percent of all purchases are made in the store, the effective
package must perform many sales tasks: attract attention, describe the product’s features, create
consumer confidence, and make a favorable overall impression.