Five emotion-influencing design elements for your custom printed label
Consumers respond emotionally to specific design elements, which is important to consider when creating your next label. This is where neuromarketing comes into play; the study of how the subconscious brain responds emotionally to design stimuli. This helps us understand the underlying reasons as to why consumers make the purchasing decisions they do. In this blog we talk about five neuromarketing elements specifically related to how a label can impact a consumer’s brand preferences and purchasing decisions.
In difficult situations where we have too many products or two very similar products to choose from we often revert to emotional thinking to make decisions. People may rationalise buying decisions based on facts but they purchase based on feelings. One of the main reasons why neuromarketing is so helpful is because consumers often can’t tell us why they liked or purchased a product. Instead, neuromarketing studies have used technology like biometrics and eye tracking to measure brain activity for emotional responses to specific design stimuli.
A successful label requires a symphony of visual elements to work together for the “big picture”. Our brains store and recall shape, colour, type, images and touch to arrive at an emotional response. When these elements add up to a cohesive design, a compelling label is created.
Here we share our top five considerations when creating an emotive label design along with label-specific examples of how different elements evoke different emotions.
We respond in different ways to different shapes. Straight lines, circles, curves and jagged edges all imply different meanings. Consider the shape of your pack or label dieline and how you could use shape to create a connection that reflects your brand identity. Creating a bespoke label shape such as a two-part label, torn-look edges or a geometric shape can enhance and differentiate your product. Label shapes can also be created through clever design within a standard shape, especially when using a clear material.
Colour affects people both physically and psychologically and can also influence the perception of taste. Colours convey messages, create associations, and add brilliance to labels. Colour also plays a key role in logos and highlighting specific design elements. Incorporating spot colours, foils or specialty inks (such as Luxury Gold, silk screens and metallic inks, pictured right) are a great way to introduce impactful colour.
What do specific colours say? Here are some examples of emotions that key colours are associated with.
Typography plays a huge role in developing a strong design and making a first impression. Different categories of typefaces evoke different emotions, as do the individual characteristics of a specific typeface. Angular typefaces may appear as aggressive or dynamic, while soft rounded letters give a youthful, friendly appeal. Curved typefaces and cursive scripts are perceived as more feminine, while strong bold lettering has a more masculine edge. Also consider typography for reverse printing when designing your label for extra communication space to minimise clutter and add extra information.
The emotions associated with the key categories of typefaces are:
Images are processed 60,000 times faster than text, creating instant emotional connections. It has also been found that type is perceived as more credible when accompanied by imagery. Our printing technologies ensure that both photographic and illustrative imagery is replicated in sharp, clean and brilliant quality.
The emotions associated with photographic imagery are quite different to those associated with illustrations:
Touch is one of the most important senses in driving consumer behaviour. People are more likely to buy a product if they are able to touch it first. However, the feel of the label itself may also be very effective in creating emotional reactions and connections. Incorporating embellishments is the perfect way to create a tactile experience. Using a sandpaper coating in your label design gives a unique, gritty, tactile finish. A soft touch coating or lamination does just that – create a luxuriously soft finish. A high build offers a raised, glossy appearance to highlight key design areas on the label or to create a textured pattern. It is very effective when used as a super gloss highlight over a matt-finish background. Alternatively a contrasting combination of spot and matt coatings can create a very effective textured, 3D look. Another option to consider is using a textured or uncoated paper which gives a premium and authentic look whilst providing a tactile experience.
These tactile options are associated with the following emotional responses:
The options for incorporating these five emotion-influencing design elements into the different features of a label are endless. Our team would love to help you select the right options for your brand, whether it be shape, colour, material, embellishments or finish. Contact one of our experienced Account Managers to see how we can work with you to deepen the emotional response to your next label.