• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Labels & Packaging
    • Markets
    • Technology
    • Equipment
    • Supplies
    • Buyers' Guide
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Exclusives
  • Labels & Packaging
  • Markets
  • Technology
  • Equipment
  • Supplies
  • Buyers' Guide
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    eNewsletter Archive
    Our Team
    Subscribe Now
    Advertise Now
    Top Features
    Paper Substrates

    Wine Labels

    Static Control

    Narrow Web Profile: OMNI Systems

    Digital and Hybrid Printers and Presses
    Breaking News
    Converter News
    European Label News
    Industry News
    Industry People
    M&A News
    New Products
    Expert's Opinion
    Live From Shows
    Top News
    Xeikon launches two new digital label printing presses

    UFlex adds capacity in packaging films

    CEC expands into labels and packaging with Heidelberg

    ABG delivers Digicon Series 3 to UK printer

    Graham Packaging rewarded with top environmental rating
    Blog
    Video Bites
    Beauty & Personal Care Labels
    Beer Labels
    Beverage Labels
    Flexible Packaging
    Folding Carton
    Food Labels
    Glue-Applied
    In-Mold
    Industrial Labels
    Medical Labels
    Pharmaceutical Labels
    Pressure Sensitive
    Prime Labels
    Promotional Labels
    Security Labels
    Shrink
    Smart Labels
    Specialty Labels
    Spirits Labels
    Wine Labels

    Avery Dennison optimizes adhesives for pharmaceutical labeling

    S-OneLP adds to growing team

    INX International and VerifyMe sign supply agreement

    Poland's Alu-Lids purchases first MPS flexo press

    Crypto codes combat fake malaria drugs in Africa
    Africa
    Asia
    Australia
    China
    Europe
    India
    Latin America
    Middle East
    North America

    Avery Dennison optimizes adhesives for pharmaceutical labeling

    UFlex adds capacity in packaging films

    CEC expands into labels and packaging with Heidelberg

    ABG delivers Digicon Series 3 to UK printer

    C&A debuts bitter tasting coating line for labels and packaging
    Flexography
    Digital Printing
    Prepress
    Finishing
    Sustainability

    Xeikon launches two new digital label printing presses

    CEC expands into labels and packaging with Heidelberg

    ABG delivers Digicon Series 3 to UK printer

    Tecnocut unveils new diecutting unit

    DTM Print announces Mac compatibility
    Digital Printers & Presses
    Flexo Presses
    Label Converting Equipment
    Label Finishing Equipment
    Prepress Equipment

    Xeikon launches two new digital label printing presses

    Dantex set to install first PicoJet digital press in US

    Poland's Alu-Lids purchases first MPS flexo press

    Phoseon announces NIR LED lamps

    Hamillroad Software appoints Carl Brock senior application specialist
    Dies And Tooling
    Flexo Supplies
    Ink & Coatings
    Prepress Supplies
    Pressrooom Supplies
    Substrates

    Avery Dennison optimizes adhesives for pharmaceutical labeling

    C&A debuts bitter tasting coating line for labels and packaging

    INX International providing relief to Texas

    Eaglewood Technologies debuts new anilox cleaning system

    Grand Rapids Label offers custom diecutting services
    All Companies
    Categories
    Company Profiles
    Label Converters
    Trade Associations
    Add New Company
    International Buyers Guide Companies
    OMET Americas, Inc.

    HP, Inc.

    QC Electronics, Inc.

    KTI

    Dantex Group
    Industry Events
    Webinars
    Live from Show Events
    • Magazine
      • Current & Past Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Company Profiles
      • Label Converters
      • Trade Associations
      • Add Your Company
    • Labels & Packaging
      • Beauty & Personal Care Labels
      • Beer Labels
      • Beverage Labels
      • Flexible Packaging
      • Folding Carton
      • Food Labels
      • Glue-Applied
      • In-Mold
      • Industrial Labels
      • Medical Labels
      • Pharmaceuticals Labels
      • Pressure Sensitive
      • Prime Labels
      • Promotional Labels
      • Security Labels
      • Shrink
      • Smart Labels
      • Speciality Labels
      • Spirits Labels
      • Wine Tables
    • Markets
      • Africa
      • Asia
      • Australia
      • China
      • Europe
      • India
      • Latin America
      • Middle East
      • North America
    • Equipment
      • Digital Printers & Presses
      • Flexo Presses
      • Label Converting Equipment
      • Label Fishing Equipment
    • Supplies
      • Dies And Tooling
      • Flexo Supplies
      • Ink & Coatings
      • Prepress Supplies
      • Pressrooom Supplies
      • Substrates
    • Online Exclusives
    • Slideshows
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Blog
    • Whitepapers
    • Events
      • Industry Events
      • Live from Show Events
      • Webinars
    • Jobs
    • Resources
      • Supplier Gallery
      • Literature Showcase
      • Homepage Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Front Row

    The value of research in label design

    Analyze and capitalize on the customer’s proclivities.

    Related CONTENT
    • US Tape and Label forms cannabis-focused division
    • Multi-Color helps Heineken say 'Cheers'
    • Record turnout at Xeikon Café Europe
    • Flexible packaging: buying into sustainability
    • Label Applicators
    Jack Kenny04.05.19
    A packaging label is successful when it performs well on four fronts: It attracts potential customers; it holds their attention; it stimulates social interaction and other behaviors (such as pointing), and it communicates by engaging the brain’s powers of knowledge, memory, reasoning and attitudes.

    “Consumer behavior depends on a variety of factors ranging from economic to interpersonal, but one thing remains the same: Product packaging and label design are key determinants in consumer decision making. Years of market research has revealed that what’s on the outside of a package is often just as important as what’s inside.”

    So begins a blog post from Fort Dearborn Company, a US label converter based in Elk Grove, MI (fortdearborn.com/blog). Here are some supporting facts:

    “Consumer research shows that one-third of product decision making is based on packaging alone. In the mind of a consumer, product packaging and product quality are directly related. A product with strong branding and packaging isn’t just more likely to grab a customer’s attention – it’s also associated with high quality ingredients or contents.

    “It takes only about seven seconds for a consumer to make up their mind. Brands have an incredibly small window to make a positive impression on prospective buyers. It is essential that products are packaged in a way that stands out from other items on the shelf.

    “Brands in the consumer packaged goods (CPG) industry view successful packaging as a two-step process. First, how can the container or package have enough shelf appeal to initially grab the consumer’s attention? Then, how can we translate that interest into a sale? Unlike other branding choices, packaging is highly tangible. It appeals to consumers’ senses of touch, sight, hearing, and even smell all at the same time. These physical features stimulate a strong emotional and psychological response in consumers.”

    The article then elaborates on factors that influence a customer’s decision to buy, such as color, texture, language, font, information, and such obligatory information as nutrition facts and product directions.

    Inkbot Design, a creative branding agency and graphic design company located in Belfast, Northern Ireland, goes a bit deeper with a list of the “10 Steps To Create a Perfect Product Label” (medium.com@inkbotdesign). These are: research, communication with the client, packaging materials selection, information hierarchy (priorities of design elements and text), color scheme, typography, the unique selling point, visual elements, production challenges, and customer involvement in the process.

    Do the research
    Large CPG companies are well acquainted with brand research as it applies to a product label. They have the resources to support the work and a place on the global stage that demands detailed customer and other market analyses.

    Smaller companies might struggle to engage a prestigious market research firm, but such services can be acquired on a reduced scale and still give critical guidance. Inkbot offers an overview:

    “When researching product labels, you need first to find out who the target customers of the product are  –  their age, gender, values, education, etc. These are all vital pieces of information that will help inform your design decisions.

    “In addition to finding out about the target market, you should also research competing products/brands as much as possible. This information is important for a couple of reasons: First, it will help you to avoid designing a label that’s too close to a competing product; and second, it will let you know what sort of design to create to appeal to that demographic.”

    Alpine Dog Brewery was founded in 2014 in Denver, CO, USA. The locally-owned company was finding success – in a state well known for its devotion to craft beer – and sought to redesign its image on bottle labels and cans. It hired GutCheck, also in Denver, to explore the marketplace in a statistically reliable manner.

    The work started with six proposed label designs, which were put before groups of craft beer drinkers. The consumer testing revealed, among other elements, a list of priorities the brewer wanted to consider on its packages.

    One label design performed significantly higher across GutCheck’s metrics and was chosen as the overall favorite against all other label designs. Some areas for improvement were identified, “specifically related to clarity and certain design elements of the winning concept. As a result, these areas were used to inform the objectives of the qualitative phase,” according to Nicole Maher, a member of GutCheck’s team.

    “Alpine was able to use the results from both phases of research to make improvements to the winning design, creating a strong label to move into production,” she said. “Additionally, the fact that the research was conducted quickly allowed it to use its new label design in early discussions with distributors and better plan for the next year’s production.”

    Gardiner Hammond, Alpine Dog’s owner, said the research “has allowed us to focus our brand direction and push forward with production of our labels.”

    A simpler approach to research is possible. A blog post from Advanced Labels NW, located in Alderwood Manor, WA, USA (part of Resource Label Group) sets forth “Four Easy Market Research Methods for Your Next Label Design” as a do-it-yourself effort.

    “While there are many companies for hire that specialize in market research, it does not have to be an expensive process,” the company says. “You can easily plan and conduct your own research to help determine the best label for your product. There are many research options to choose from and you should ask yourself what you hope to learn from your research to help decide which method is best for you.”

    The list comprises focus groups, surveys, interviews, and direct observations.

    • Focus groups require a basic presentation of the options being considered, perhaps with some comments from the designer. “Bring a few label designs to show your focus group and try to gauge their initial reaction to things like shape, color, and graphics. Let them sample your product and explore which benefit claims on the label would most influence purchase. Coworkers, friends, and even family can make a productive focus group.”

    • Surveys can make use of online software. “Using an online survey software is a quick and free way to conduct a survey. They can elicit more honest responses than in-person research because of their anonymity. Surveys are a good opportunity to use tools such as rating scales. Be direct and don’t ask leading questions to collect usable responses.”

    • Interviews are conversations. “You might conduct point-of-purchase interviews with consumers in the store as they browse and select products. This can give insight into their motivation. What is appealing about the packaging in their cart? You might also interview your own employees about your product. After all, they know the product best.”

    • Direct observation is a visual assessment of the subject. “This means going to the store and observing the products on the shelf.  Taking a look at the competition can be one of the most valuable research exercises you can perform. What colors, themes, and materials are most prevalent? Would a deviation from the norm cause your product to stand out as a unique offering or would it look jarring and unfamiliar against the competition? Frequently visiting the retail locations where your products are sold can be a powerful research tool.”

    Data should be analyzed with care, but Advanced Labels recommends not taking the analysis too seriously, because respondents are not always articulate. “Use the surrounding evidence and your instincts to determine the value of the responses. In the end, most of the data you gather will be subjective. Use it to guide your label project and provide insights, but don’t let it completely dictate the trajectory of your brand.”


    The author is president of Jack Kenny Media, a communications firm specializing in the packaging industry, and is the former editor of L&NW magazine. He can be reached at jackjkenny@gmail.com.
    Related Searches
    • media
    • packaging
    • label design
    • container
    Suggested For You
    US Tape and Label forms cannabis-focused division US Tape and Label forms cannabis-focused division
    Multi-Color helps Heineken say Multi-Color helps Heineken say 'Cheers'
    Record turnout at Xeikon Café Europe Record turnout at Xeikon Café Europe
    Flexible packaging: buying into sustainability Flexible packaging: buying into sustainability
    Label Applicators Label Applicators
    Teklynx launches new enterprise label management systems Teklynx launches new enterprise label management systems
    Taking label design to another dimension with 3D technology Taking label design to another dimension with 3D technology
    How to lose a sale How to lose a sale
    Introducing the World’s First CMYK + White Tabletop Label Printer Introducing the World’s First CMYK + White Tabletop Label Printer
    Catching up with Contiweb Catching up with Contiweb's new CEO
    The sword and the substrate The sword and the substrate
    Monterey County wines conjunctive labeling law now in effect Monterey County wines conjunctive labeling law now in effect
    Inland honored for 19 awards in 2018 Inland honored for 19 awards in 2018
    Leibinger launches new security ink Leibinger launches new security ink
    Xeikon Café Europe announces 2019 program   Xeikon Café Europe announces 2019 program

    Related Front Row

    • What will tomorrow bring?

      Today’s challenges are sudden and relentless.
      Jack Kenny 06.04.20

    • Planning for recovery

      When the virus abates, how will you rebuild?
      Jack Kenny 04.03.20

    • Fun facts about packaging

      Fun facts about packaging

      Impress your friends and colleagues with these industry gems.
      Jack Kenny 03.05.20


    • What’s trending?

      Trends teach us how to think, sell and profit.
      Jack Kenny 01.31.20

    • Labels, legislation and cannabis

      ...
      Jack Kenny 11.15.19

    • The innovative leader

      Build the team, then let it run.
      Jack Kenny 10.11.19


    • Is it first?

      An effective safety program reaches into all areas of a business.
      Jack Kenny 09.06.19

    • The patch: an intimate look

      A converting challenge, transdermal patches continue to evolve.
      Jack Kenny 07.10.19

    • Blog yourself

      Taking online communication to the next level.
      Jack Kenny 05.31.19


    • How to lose a sale

      The experts get right to the point about mistakes.
      Jack Kenny 03.14.19

    • The sword and the substrate

      China’s restrictions on recyclable waste are bad and good for business.
      Jack Kenny 02.01.19

    • Weed labels

      ...
      Jack Kenny 11.16.18


    • Color and packaging

      There’s more to color than ink.
      Jack Kenny 10.12.18

    • Working the show

      There’s more to Labelexpo than strolling the aisles.
      Jack Kenny 09.10.18

    • The art of listening

      Customers know when you’re not paying close attention.
      Jack Kenny 07.13.18


    Trending
    • Dantex Set To Install First PicoJet Digital Press In US
    • Avery Dennison Expands Automotive Portfolio
    • UFlex Adds Capacity In Packaging Films
    • Graham Packaging Rewarded With Top Environmental Rating
    • Poland's Alu-Lids Purchases First MPS Flexo Press
    Breaking News
    • FTA converts Forum & INFOFLEX to virtual events
    • Xeikon launches two new digital label printing presses
    • UFlex adds capacity in packaging films
    • CEC expands into labels and packaging with Heidelberg
    • ABG delivers Digicon Series 3 to UK printer
    View Breaking News >
    CURRENT ISSUE

    January/February 2021

    • Paper Substrates
    • Wine Labels
    • Static Control
    • Narrow Web Profile: OMNI Systems
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Preliminary Study Links Markers of Impaired Bone Health to Vegan Diet
    Refined Grains Linked to Heart Attack Risk, Early Death
    Kappa Bioscience Extends Research Partnership For COVID-19 Research
    Coatings World

    Latest Breaking News From Coatings World

    Nippon Paint Marine Wins Korea Export Award
    Universal Display Corporation, PPG Expand Global Production of UniversalPHOLED Materials
    PPG Introduces Premium Iso-free Primer Surfacer, Catalyst
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    January AI Raises $8.8 Million in New Funding
    FDA Clears Ava Fertility Tracking Wearable Device
    First Patient in Europe Treated With Diamondback 360 Coronary Orbital Atherectomy System
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Spark Therapeutics Appoints CTO
    Cryoport Launches ESG Program
    U.S. Govt. Purchases 100k Doses of Lilly's COVID-19 Antibody Cocktail
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    The Top Beauty Products of 2021, According to HelloGiggles
    Estée Lauder Taps Ana de Armas as Global Brand Ambassador
    Sephora Announces Significant Expansion
    Happi

    Latest Breaking News From Happi

    ACI Urges Senate to Approve Regan as EPA Administrator
    Estée Lauder Signs Actress Ana de Armas
    GUM Recalls Oral Spray
    Ink World

    Latest Breaking News From Ink World

    Etiflex Enters New Markets with Nilpeter FA-22 Installation
    Hydrocarbon Solvents Market to Surpass $8.1 Billion by 2030
    Marshall & Bruce Adds Koenig & Bauer Rapida 106 41-Inch Seven-Color Press
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    FTA converts Forum & INFOFLEX to virtual events
    Xeikon launches two new digital label printing presses
    UFlex adds capacity in packaging films
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Texas Medical Technology Partners with My Protect Kit
    Mexico City Single-Use Plastics Ban Leads to Tampon Shortage
    Believe Diapers Launch in U.S.
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Fusion Robotics Receives FDA Clearance for Spinal Navigation and Robotics System
    Kaia Health Unveils Next-Gen Complete MSK Care Solutions
    First Implantation of CTL Amedica's Minimally Invasive Flex Tower
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Comercial Kywi Improves Customer Service, Front-Store Operations with Zebra Mobile Solution
    Global Printed Circuit Board Market Projected to Reach $69.32 Billion by 2027
    Global Smart Glass Market to Register 6.8% CAGR Between 2021-28: Grand View Research

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login