Label printing on the rise, how to grasp the trend?
Time:2024-07-15
Views:206
The label printing industry has great potential for growth, but it is also facing challenges such as increased requirements for creative design, progressively shorter product delivery cycles, and increased pressure on environmental protection.
Over the years, the label printing industry has remained vibrant and prosperous. As a visual display of products, labels are an important bridge of communication between brands and consumers. In the shopping process, the presentation of the label has a significant role in the formation of consumers‘ initial knowledge and feelings about the product. Consumers are often attracted by the graphic design, color scheme and decorative details of the label, which in turn affects the purchase decision. Today, many brands are looking for innovative labels that highlight the uniqueness of their products and convey more accurate and timely information to consumers.
Important Influences on Label Printing
How does the presentation of the label affect the consumer‘s perception of the product? What elements of the label play an important role in consumer decision-making?
In response, a neuromarketing study was conducted in cooperation with the renowned consulting firm SenseCatch, the Italian wine industry giant Argea Group, Kurz, a supplier of equipment and consumables for the hot stamping sector, and Krämer Druck, a leading printer of wine labels in Germany.
The study was conducted in Germany, where the wine market has great potential. During the experiment, they presented participants with 32 label samples that were identical in design but varied in paper type and finish. Participants were able to look at, touch and evaluate each bottle of wine individually. The researchers used a neuromarketing approach to gain insights into the consumer‘s entire process from shelf selection to tasting by reconstructing the consumer‘s entire purchasing process, including shelf observation, wine selection, and tasting.
The findings show that during the first critical stage of pre-shelf viewing, the first five seconds, bottles with contrasting visuals, colors or materials are most likely to attract consumers‘ attention, such as bottles combining dark paper and shiny metallic texture elements. Meanwhile, light-colored paper labels with gold or bronze accents were also noticed. Consumers are also focusing on bottles with rough and textured paper labels with embossed decorations.
At the second "moment of truth," when consumers touch the bottle, the study found that labels with textured paper and same-color decoration triggered the consumer‘s tactile imagination when they actually touched it, providing them with a sense of fun and mystery. In particular, the thicker embossed paper and embossing process made the text more prominent and enhanced the sense of design, turning an otherwise monotonous label into a creative and attractive one. This change not only inspired consumers to buy the product, but also prompted them to imagine that it was a high-quality wine.
In conclusion, the combination of paper and decoration affects consumer purchase expectations and positively influences their preferences and flavor perceptions. For the same wines, participants gave higher ratings to the ones in bottles with more popular labels. This effect also occurred at a subconscious level, with consumers being more emotionally engaged when tasting wines from bottles with preferred labels (+13%). Thus, in addition to influencing the likability of a product, labels also largely affect the consumer experience.
Based on this, when designing and developing labels in the future, printers and brands should focus on the combined application of both paper and decorative factors to give full play to the magic of labels.
Based on this, when designing and developing labels in the future, printers and brands should focus on the combined application of both paper and decorative factors to give full play to the magic of labels.
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