Rigging the Thought Process with Bright Colors

Driven by intuition, shoppers often make decisions based on a product’s appearance, making the label design a key competitive advantage in food manufacturing and packaging.

FREMONT, CA: Research shows that a lone shopper will take about two and a half seconds to decide on the product that is to be purchased. On average, the shopper reads approximately seven words during an entire shopping trip but instead buys products involuntarily based on the color, shape, and packaging. Therefore, how the product is packed is a critical factor which drives the consumer’s purchase decision. An effective product label will emphasize the brand’s DNA and evokes an emotional and a memorable response—all within 2.5 seconds. These characteristics, when encapsulated in the product labels, will have a most successful impact on the shelves.

Emphasize Brand’s DNA:

The DNA was the brand should make up the core values and beliefs that capture the essence of the product, and what the brand is conveying. The packages should be a cohesive part of the aesthetics and should focus on representation without blurring the message. To bring about a brand’s DNA to life, extra attention to details like color, label face stock, story, and embellishments.

While selecting the label face stock and embellishments, it should be checked whether the personality and characteristics are similar to the brand’s core values. Any particular qualities like organically sourced, environmentally friendly food should be given preference. These awareness aspects can also be included under bio-degradable face stock. In case the key brand characteristics are depicting luxuries, then this can be expressed through embellishments such as foiling and simplicity be denoted by bright face stock. 

Colors Evoke Emotions:

Shoppers judge and decide on the product within the 90 seconds of viewing the product. Further to that, the research reports that 62-90 percent bases their judgment solely on the product’s color palette. As 85 percent of consumers attribute color as the game-changing factor while purchasing a product, it is evident that colors used on the product label play a role in altering the consumer emotions. Consumers act when a connection with the brand is established, making them feel something. Therefore, the colors that are picked for the label should project a deliberate subconscious message to draw the attention of the target audience and prompt them to choose the product.