4 Ways Product Labels Influence Buyer Behavior & Purchasing Decisions

Discover where many companies fall short so you can avoid the same pitfalls.

Think back to your last trip to the grocery store. With rows and rows of colorful products line the shelves, what influenced your selection? Price, preference, and previous experience probably all come into play. Studies show that branding and product labels have the greatest impact on buyer decision purchases.

This presents a significant opportunity for you. Unfortunately, it presents the same opportunity to your competition — which is why it’s essential to do everything possible to make your product label the best it can be. Understanding the ways product labels influence buyer decision purchases can be a big help in making sure that yours hits the mark.

Let’s look at four key ways that your product label can make an impact. You’ll notice as you read through the list, that this impact occurs in waves. Once your product label makes it past the first hurdle of getting the buyer’s attention, your brand message and packaging details need to be on-point to close the sale. Some companies neglect to go this extra step, and that’s where you might find the most advantage.

1. Create instant visual interest with a well-designed label.

It only takes about 7 seconds for most buyers to decide whether they want your product or not. The initial goal is to design a product label that creates love at first sight. So get ready, the clock is running.

Here are some things to pay careful attention to as you design your label.

Color: Nothing visually communicates quite like color. Choose colors that will connect with your target audience and are appropriate for your product while supporting your brand color palette.

Product name (logo): While color often communicates on a more psychological level, your product name needs to clearly tell consumers what’s inside the package in an eye-pleasing manner. This should usually be one of the most significant visual elements on the product label.

Images or graphics: Some product labels effectively include a picture of the product or other graphic elements to entice the customer.

Texture: Consider the material of your container and the label itself. Current trends often lean toward an eco-friendly approach that may have a more natural look and feel. But slick and glossy can often make a quick impact on buyer decision purchases and are still a popular choice. Even online consumers are affected by your overall product label look and feel — surveys show that premium packaging influences repeat purchasing.

Creativity: While you want to be aware of trends and the product labels of competitors in your space, there’s a fine line between blending in too well and standing out in a good way. You might opt for a unique label or container shape that will get buyers’ attention.

2. Communicate key product benefits to connect with the buyer.

Hopefully, you’ve made a favorable impact in the first couple of seconds, and the buyer is giving your product a closer look. The next thing consumers are looking for is a personal connection and high-level information about what they’re getting. One study showed that 85% of buyer decision purchases are informed by reading a product label.

Potential and promise: Influence buyers’ decisions and purchases by crafting a benefit statement or bullet points with a few well-chosen words. Here’s your chance to speak to your customer and tell them what your product can do for them, or why your offering is the best (this goes without saying, but make sure you can back your claims).

Brand personality: Another great way to connect with buyers is through your brand story. If there’s room on your product label, you might express core values, tell a unique story, or even personify your brand or label in some way. In other words, give your product a heart.

3. Provide valuable information on the back (or side) of the product label.

If you’ve made it this far in the buyer decision purchase process, hopefully, they’re holding your item in their hand by now and inspecting the product label. It’s time to close the sale, so make the most of your available space.

The fine print: It may be tempting to cram too much information on your product label, or on the other end of the spectrum, too little. You want to provide the info shoppers need to make an informed buying decision, but don’t go overboard. And even though this may be considered “the fine print,” make sure it’s legible by using an easy-to-read font against a simple background.

Compliance: If your product is regulated by the Food and Drug Administration, make sure the product label follows all FDA guidelines, including the presentation of nutrition information. Check out this helpful infographic that highlights food label requirements.

4. Demonstrate quality standards with a perfectly placed label.

Another thing many potential buyers will notice is actually something you DON’T want them to see: product labeling errors. Here’s a place to potentially rise above any competitors that miss this important step in their product label presentation — every detail matters.

Consistent uniformity: Avoid crooked or misplaced labels. Not only does this detract from your shelf presence, but it sends a message to consumers that your overall quality standards may be lacking.

Product label adhesion: Labels that are loose, peeling, or crinkled also give the impression of poor quality control. Purchases made by buyers are often made from assumptions based on the product label. They may know nothing about your company or your product — but here’s your chance to show them that you care about quality.

Automated labeling technology: The easiest way to make sure that your product labels are placed consistently and adhere properly is by using an automatic labeling machine. This can also improve your efficiency and speed-to-market, so your product not only looks great but is always fully stocked, which influences ongoing buyer decision purchase and brand loyalty.

Influence buyers’ purchases by putting your best face forward.

An in-depth consumer research study revealed that most buyer decision purchases are made “based on a complete assessment of their intuition, impressions, attitude-based processing, and knowledge from past experience.” 

You can spend a lot of time and money creating a unique, high-impact, informative product label, but then lose this influence potential by falling short on execution. A labeling machine will help you protect your design investment and offer productivity gains as well.

Finding a trustworthy and knowledgeable partner can make the process much easier. Pack Leader USA offers a wide range of flexible options to meet your labeling needs. You’ll get the features you need with competitive pricing and exceptional service.

To learn more about labeling machines, visit our website for a handy breakdown of info and options for each industry.

Because we specialize in labeling equipment for operations of all sizes, our labeling experts can help determine solutions for maximized line efficiency and reliable label applications. If you’d like to talk to one of our team members, sign up for a free consultation. Together, we’ll figure out the best option for your business.