A worldwide online research done by Nielsen to over 25000 consumers unveils a scary truth - around 59% of consumers have issues reading nutritional information on labels. They only grasp part of the information that is stated there or don't understand it at all. And, the ones that understand it, have doubts on the credibility of the information that is written on labels - they consider part of it ambiguous and biased. And this could probably be said on 95% of all packaged products – whatever the industry!
The truth is label information should be considered crucial. It is the only information we know will be directly associated to our product and always present where our product is. And, if label design is key to get shoppers attention and stand out vs competition, the way we present information on it might be cornerstone for our communication (think about diets and foods and you get the point I am trying to convey).
But too often, label information is not considered part of marketing. It is basically left to technical departments to sum up the legal and maybe a quick claim and then to write it up somewhere in the label. There are limited concerns on readability, on passing key messages on a clever, easy and mind grabbing way, on alignment with point of sale or above the line communication. The potential progression margin on labels design and information is huge – and with clear benefits on brand and product equity, and revenue potential.
http://www.hipersuper.pt/2012/01/26/mais-de-50-dos-consumidores-nao-sabe-ler-rotulos/?utm_source=dlvr.it&utm_medium=linkedin (in Portuguese)
No comments:
Post a Comment