Research reveals the power of persuasive labels
New research by printing specialist Avery UK has revealed just how much labels matter when it comes to consumer decisions and customer loyalty.
Working with an established behavioural psychologist, Avery UK tested consumer response to small business label designs to reveal how certain elements can encourage positive reactions to the items they are attached to.
The study explored important aspects for anyone selling goods either online or face-to-face. It considered how various label designs affected how much someone was willing to pay; how they made people feel towards a company and how likely test subjects were to make a repeat purchase.
Fiona Mills, marketing director at Avery UK said: “This has been ground-breaking research for us. We suspected there was more to the science of label design than might first meet the eye, but the discoveries have been extremely enlightening. We can now speak with the utmost authority to say that labels really do make a difference to the performance of small businesses.”
The research included three scientific approaches to understand what makes a successful label. A literature review of 159 academic papers about previously conducted research helped to identify the gaps in knowledge and shape the rest of the study.
Mills added:“While we don’t recommend businesses stick labels on their packages for the sake of it, there is a clear business case for going above and beyond a simple plain address label. An address label, a company brand label, a return address label and a friendly special message label will give enough space to get across the important information, your brand, your professionalism and your heart for your valued customer.”
To read the full report click here