A quick rule of thumb on point of sale communication

Remember that shopper attention is low and disperse when navigating through aisles, moving from one category and product to the next, going for its next buy, surrounded by different stimulus. Under these conditions, it is proven that only top-notch IQ persons will read 7 or more words. So, as a rule of thumb, remember your in-store communications shouldn't have more than 4 words to convey a message. If you want to explaing anything more than that, you have to think on 2 moments materials - the first one to get attention (a "no more than 4 words headline") and then a second one with the more detailed explanation (but just remember no shopper is actually keen on reading long explanations so, if you really need to do this, keep  it short and visually appealing - simplify, simplify, simplify or nobody will read it...).