discussions are aimed principally at getting ‘inside the heads of the
consumers’. By this we mean trying to understand exactly what consumers can
(and cannot) understand from the pictures (and text if there are sufficient
literate people in the consumer group(s)). Where pictures and text are used
together, both MUST convey the same message.
One of the principal aims of
the work is to simplify the material as much as possible without
compromising comprehension rates. In addition, the simpler the message(s)
can be, the more likely that consumers will remember them; the more complex
they are, the more likely mistakes will be made – and with ORT, if the
ingredients are swapped by mistake, it can accelerate dehydration.