Package design and development are often thought of as an integral part of the new product development process. Alternatively, development of a package can be a separate process, but must be linked closely with the product to be packaged. Package design starts with the identification of all the requirements. Consumer products brand design is wrongly predicated on the notion that shoppers make rational, informed decisions. In truth, most are purely instinctive and reactive. Eye-tracking studies show that consumers read on average only seven words in an entire shopping trip, buying instinctively by color, shape and familiarity of location.