Abstract
Package labels play a critical role in communicating product benefits to consumers. On a package, labels are used to provide useful information about the product as well branding for the company. Labels need to not only be eye catching to the consumer, but must also communicate information concerning what is being sold. This is possible through various printing technologies available in today’s market. With technology steadily advancing, companies need to determine an optimal print method for packaging that satisfies budgetary, environmental, demand and consumer requirements. Through the collection of quantitative data, consumer attention and purchase preference were evaluated. Two different printing methods (digital and flexographic) were tested on fruit drink labels. A total of 248 participants completed this study, which took place at Pack Expo 2014 in Chicago, Illinois. Three eye tracking metrics were evaluated using eye tracking technology to investigate if the different printing methods had an effect on the consumer when shopping. Statistical analysis yielded no significant difference for participant’s attention when shopping for fruit drinks with digital or flexographic labels. It was also concluded that the position on the shelf made no significant difference for either label type. This study illustrates that consumers cannot significantly determine a difference between the two printing methods tested.
Highlights
Labeling plays a crucial role in communicating product benefits to consumers
A t-test was run comparing the means of the digital vs. flexo printing to determine if there was a significant difference between the labels
Based on the fact that participants did not significantly look at either label first or longer, companies can base their print technology solutions on factors that are the most valuable to them which is typically budgetary, workflow and space requirements. These results could potentially impact consumers, such that the money saved on being able to choose the cheapest printing technique by the company may lead to passing these savings on to the price point of food items in retail. Since these results show no significant difference between printing techniques, the method that makes each product look the most attractive to consumers can be chosen
Summary
Labeling can be the primary source of advertisement, so it is important for companies to add information to the package that generates more revenue than cost [1]. The company seeks to draw attention to their package, as well as provide important information to consumers that will aid in their purchasing decisions [1]. Companies are concerned with the branding aspect of labels, and how to select the best printing technology for their labels in an evolving field. In the field of packaging, all major printing technologies are used, typically in a combination with other technologies [3]. If companies do not understand the printing process and which solutions are best for product, they can run the risk of wasting money and time on labels [4]
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