The way in which food products are labeled may determine how customers engage with them. If your company makes food or beverages, you might be considering how the language on your items' packages should change in 2018. This process begins with a series of restrictions to work around, as there are words and phrases with legally mandated characteristics. Once you've obliged the laws governing your sector, it's time to consider the effect your labels will have on consumers. You can use well-chosen words to make people more likely to buy – or even improve their health.
Pointing to Healthy Choices
Producing food and beverages comes with some responsibility – the items your company makes are everyday fundamentals in consumers' lives. According to Forbes contributor Phil Lempert, part of marketing foods is making sure their packaging is truthful and helps people make smart decisions. The way consumers eat is strongly affected by their psychological reaction to items' labeling.
The effects of wording on consumption can be pronounced. For instance, studies have found that people feel more full after drinking milkshakes that don't claim to be healthy. In an example that's more relevant to everyday label design, Lempert noted that when items are labeled "meals" rather than "snacks," people consume less of those foods, presumably because they perceive them to be more filling by design.
Using psychology to help people eat smart could forge a deeper connection between your brand and its customers. Lempert further noted consumers are interested in bonding with brands and tracing the sources of their foods. A focus on elements other than making the sale could prove extremely valuable in generating such long-term loyalty.
A Preference for Honesty
In 2016, Label Insight asked consumers what they want brands to put on their labels, and the results overwhelmingly favored transparency. In fact, 73 percent of respondents said they'd pay more for a completely honest food product, one that discloses all its nutritional information up front, with no obfuscation.
Equipped with the right labeling approach, your brand can work with consumers instead of engaging in the traditional relationship of seller and buyer. Becoming the kind of source people trust is one way to operate a food brand in 2018, and the results could linger long after the year ends. Label Insight added that lasting trust is one of the effects of transparent and honest labeling culture.