Product packaging and marketing experts agree on one thing – that product labels has a direct impact on a consumer’s buying behavior. Other factors such as wrapper design, color, and even text texture all play a significant role. Researchers categorize all these elements into two. There are dependent variables such as a consumer’s buying behaviors. Then there are independent variables such as packing color, innovation and packaging material. To a layman, these factors do not seem important. To some, who understand the psychology of marketing and product labeling, the said factors have a direct link to impulse buying. Here’s how.
Color alone is perhaps the single most important aspect in product labeling. It has been known for ages to affect moods, which is all that matters in impulse buyers. Red for instance, increases pulse rate which in turn makes one feel hyper. Blue on the other hand has a calming effect as it slows the pulse rate. Take these two facts into account in your bid to understand impulse buying and your quest for answers end in satisfaction.
Moods, like already hinted, play a role in impulse buying. Product labeling experts understand the effect of colors on moods. They know for a fact that some colors, when blended well with others can compel one to buy a product. Valentine’s Day gifts are always packaged and labeled with red for a reason. But it does not end at just red. Nearly all gifts designed for lovebirds feature red. The same can be said of products such as drinks for jolly occasions. The products feature colors such as yellow, luminous green and of course, blue. An impulse buyer looking for some quick fun will most likely buy products packaged with the said colors as opposed to products packaged in dull colors such as dark green or brown.
It sounds complex but it is easy to understand. Products designed for vegans should not feature animals on their labels otherwise vegans won’t just buy. On the same note, a product designed for any use that claims to be eco-friendly should feature some green. This is in fact, important where a product is introduced to consumers for the first time as an eco-friendly product to a product that is phased outs for environmental concerns. Green will most be the primary color used to label the product. An impulse buyer will therefore buy the product faster than yet another product manufactured for the same purpose and labeled in other colors.
Marketing and product labeling always go hand in hand. That is, consumers often buy products they are familiar with over the ones they know little or nothing about. Impressive packaging on its own may do very little to help a manufacturer break even within a short time. Smart marketing on the other hand will make things easier for the impulse buyer. So take into account visual elements of your product and make sure your advertising addresses such elements. That way, the impulse buyer will not have second thoughts about your product.