The Psychology Behind Effective Packaging and Labeling Designs
This entry was posted on February 23, 2016.
Customizing Product Labels to Appeal to Target Audiences The purchasing behavior of consumers is heavily influenced by the packaging and labeling of products. Businesses must make sure high-quality materials are used that prevent deterioration or damage, but it is also important that the presentation is unique and attention-grabbing.
There are many factors to consider when designing a package. And it is crucial that businesses understand that each component plays an important role in consumer psychology. In fact, a study conducted by researchers at the University of Miami and the California Institute of Technology found that when a person is shopping for retail items, elements such as color and font can influence whether or not they notice, interact and purchase a product.
Below are some of the most essential aspects of packaging and labeling design that companies should consider.
Color and Font A lot of research has been conducted that has found different colors evoke various emotions. Brands should select ones that are representative of the feeling they want their products to draw from shoppers: Blue is often associated with honesty, red can represent passion or excitement and green can indicate sustainably or growth. Similarly, typography can be used to communicate different messages about a company. For example, labels on items designed for children often have the appearance that they were written in crayon by a young person.
Format and Layout In an article published in the Journal of Interpretation Research, Stephen Bitgood explained that the less clutter a label has around it, the more likely it is to be noticed by people. He also said sizing and scaling should be considered and that the information included on a package should be formatted in a way that makes it easy for the consumer to process it.
Companies are encouraged to consider how much information is needed and, if it is text- heavy due to, say, directions for cooking or using the item, bullet lists may be more effective than paragraphs. Bitgood also said that to make reading the label quicker for people, texts could be formatted in close proximity to images.
Verbiage and Messaging The words and information printed on the label of a product are important. With such a limited space, companies must maximize the use of text to properly communicate with consumers. The verbiage and statements made on the packaging can make or break a sale. To determine what should be included, businesses might find it helpful to pinpoint what exactly about their product sets it apart from others on the market.
It is also crucial to know what would appeal to target audiences. One labeling trend that has gained significant popularity across industries is the use of buzzwords such as "natural" and "organic." Shoppers are becoming more health-conscious and environmentally responsible, which is why many marketers have positioned their products to attract these shoppers by highlighting that the item is free of harmful or toxic substances.
Material and Adhesives People often associate quality with price, so it is essential that innovative packaging solutions are used to help distinguish a product. The type of material used is also necessary to ensure it is long-lasting and durable.
Packaging is a way for brands to communicate messages to potential customers without actually interacting with them. With the retail market rapidly evolving and expanding, businesses simply can not afford to neglect modern marketing tools and resources. By understanding the psychology and behavior of target audiences, companies will be able to make better, more informed decisions when designing a custom label.
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