The Effect of Full Body Versus Partial Body Graphic Labelling on Beverage Packaging

Abstract

Through the collection of quantitative and qualitative data, the shelf presence of full body graphic labels versus partial body graphic labels on plastic beverage bottles was examined and evaluated. Eye tracking was used to collect phenomenological data atop the stimuli, while a shopping checklist was used to collect purchase preference. A post-experiment survey was also conducted in order to gather qualitative data regarding possible purchase influences. Data revealed that both label sizes drew an equivalent amount of visual attention; however, consumers selected partial body labels more often than full body labels, regardless of the flavour of the beverage or their age group. Paper presents a unique methodology of comparing attention between the two label styles on plastic beverage bottles. Copyright © 2014 John Wiley & Sons, Ltd. INTRODUCTIONApproximately half of all the products packaged in the USA are food products, and Americans spend well over $500 billion on food every year.1 Without food packaging, the modern food industry would be dramatically different, as consumer marketing would be virtually impossible. 2One of the main functions of packaging includes communication. Communication is a broad function that includes displaying information, showing tamper evidence and advertisement of the product.3 In order to communicate and ultimately sell itself, the product must attract the consumer's attention. Attention is a valuable resource in consumer goods, as it can be traced back to a person's focused concentration. A label can be the vehicle in attracting consumer attention and communicating information on packaging. Robertson 4 referred to a label as a 'silent salesman'. This can be important in a consumer retail environment because 70% of purchase decisions are made at the shelf. 5Labels can come in a variety of styles dependent on materials, processes and the end use of the label. There are different materials and ways designers can make their labels stand out against other product labels. Utilizing various label sizing gives designers different sized canvases to work with in order to attract consumer attention and communicate product information. Full body shrink sleeve labels have become increasingly popular for beverage labelling as they offer an increased surface area and also serve as an effective method of showing tamper evidence. Because of the increase in material and additional processing that goes into full body shrink sleeve labels, there are additional costs associated with this type versus a partial body film label.While previous studies have shown the importance of food appearance and packaging appearance on consumers' food perceptions, little research has evaluated the difference in consumer attention to full body labels versus partial body labels on food packaging. This study gathered qualitative and quantitative data in a simulated shopping environment to examine the shelf presence of full body graphic labels versus partial body graphic labels. The overall hypothesis of the study was tha...

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