Researchers Discover How Labelling Affects Consumer Habits
How does a consumer react when viewing product or shipping labels? This latest research provides ground-breaking insights consumer behaviour.
If you’re looking to improve consumer interaction with your brand, giving it a more favourable profile while producing better results, then it’s time to consider the impact of your labels. A recent study carried out by office products supplier, Avery UK, has used the latest scientific approaches to analyse consumer behaviour when reading labels.
1,108 British adults took part in a series of online experiments to determine how they felt when a particular label was put in front of them. With the use of eye-tracking apparatus in controlled laboratory conditions, the technology was able to trace the exact movement of the user’s eye when encountering the label, and detected what was particularly appealing about the design.
Stripes Increase User Engagement
Plain white labels were 42% less popular than a striped design, as a key conclusion from the results of the study was that it’s essential for brands to work hard to catch the user’s eye. Along with stripes, bright colours, bold lines, fonts and large labels with borders all won the attention of consumers. However, it’s not just enough to catch the eye; those labels which managed to achieve desirable outcomes such as product purchases, or creating a positive opinion about the brand did so by making the brain interact with the product. Tricks such as using emotion, displaying information and peaking the consumer’s curiosity all managed to achieve this.
Increase Your Direct Mail Conversions
If your company uses direct mail as a marketing strategy, then some smart labelling can help to increase engagement. By personalising labels with names, 11% of consumers will look at the envelope for longer and 10% would be more likely to look at it first.
Using An Arrangement Of Labels
Those brands that only use single labels on their product or packaging, could be missing out. While this approach may save money in the short-term, it does not match the recommendations of the study. Specifically, by using additional promo labels on a shipping package, you could increase brand love by 129%, customer perception of quality by 116%, word of mouth recommendation by 135% and finally, the intent to purchase by 113%.
Whilst it’s not wise for companies to simply slap on a few extra labels without having a clear marketing strategy, it’s worth considering the addition of a return address label, company brand label and even a special message label.
The latter work particularly well with small businesses and are known to increase the likelihood of future purchases as well as helping to attract attention. Such labels might include messages such as ‘Made in the UK’, ‘Natural ingredients’, ‘Sent with love’, ‘Open Me’, or ‘Just for you’. Anything that speaks to the heart of the consumer is bound to be a winner.
So, if it’s time to overhaul your marketing efforts, use the information gained from this key research as your starting point. Work out who your target market is, whether you’re looking at upgrading your product packaging, shipping or mail labels and then do your research and experiment with different combinations and designs until you find a winning formula. Every label tells a story, so what is yours going to be?