5 Ways Product Labelling Influences Consumer Behaviour

Every product on the market features a label, whether it is pickle jars, fruit juices, shampoo bottles, face creams, or liquid detergents. Considering its purpose, we often think of it as providing crucial information to consumers.

However, are product labels limited to that? Absolutely not! They are certainly more than mere information stickers. They have the power to influence consumer decision-making. Whether or not the product will land in their shopping cart is highly dependent on its label. If you are wondering how that is possible, read on and discover new insights about the impact of product labelling.

1. Lasting First Impression

When consumers are walking in the supermarket aisles or scrolling through online marketplaces, the first thing that catches their eye and sparks interest is the product labelling and packaging. Since they cannot open the products before buying, they heavily rely on their outer visual appeal, including the colours, graphics, photos, and typography. Naturally, they are most likely to choose the one whose label creates a positive first impression.

2. Strong Brand Perception

Every label provides crucial information such as manufacturing and expiry dates, ingredients, and directions to use. But when a product label goes beyond the usual and makes it exciting for the consumer to read, it truly hits the spot. For instance, if the product label shares the story behind the product, sources of the contents, fun facts and trivia, or sustainability highlights, the consumers learn more about the brand’s values, quality, and positioning in the market. The quality of the labelling, from the choice of material to print resolution, also matters. It ultimately influences their perception of the brand and willingness to buy their products.

3. Easy Differentiation

When a consumer visits the beverage or soft drink section in the supermarket, they are bombarded with multiple products from different brands. Hundreds of beverages compete for attention, from sodas and energy drinks to juices and flavoured waters. In such a competitive market, labelling plays a key role in helping consumers differentiate between brands. Consumers looking for something new and different are likely to be attracted to products with innovative labelling that stands out.

4. Higher Emotional Appeal

Product labelling taps into the psychology of consumers, creating emotional responses, striking a connection with them, and influencing their buying decisions. Some brands go a step further by incorporating images of popular brand ambassadors on their labels. This creates a personal connection with consumers by associating the product with someone they admire or trust. For instance, Bisleri often uses images of its brand ambassador to connect with consumers, while brands like Thums Up and Mountain Dew leverage celebrity endorsements to create a sense of excitement and thrill, appealing to the adventurous spirit of their target audience.

5. Support Sustainability/Re-cycle/Re-Use

Nowadays, with consumers becoming increasingly conscious of their choices, products with eco-friendly packaging have greater appeal in the market. Labels that promote sustainability through concepts like Post-Consumer Recycling (PCR) and the reduce, reuse, recycle mantra resonate with environmentally conscious shoppers. Brands that highlight their commitment to reducing waste & ethical sourcing are likely to build stronger relationships with these consumers. Labelling that educates consumers on how to recycle or properly dispose of packaging can also make a significant impact on purchasing decisions.

Key Takeaway

As you can see, product labelling goes beyond providing basic information. It offers visual appeal, shapes perceptions, evokes emotions, and much more, ultimately influencing consumer buying behaviour. Businesses can scale up consumer engagement and sales by making the right choices for the labelling material, design, communication, and functionality.