MEASURING THE IMPACT OF LABEL MATERIALS ON CRAFT BEER PURCHASE DECISIONS
What: This white paper reports on a study conducted by Avery Dennison and Package InSight, LLC at Clemson University to examine how consumers shop for craft beer when with various label types.
Broad Research Question: How do customers react to different label types in the craft beer product category?
Sample: 193 participants
- White gloss film and wood veneer performed the best followed closely by metalized film
- Study participants viewed the clear-on-clear label over 20% longer than the other labels
- 62% of study participants said the Avery Dennison metalized film label caught their attention compared to labels made with paper, matte film, white gloss film, wood veneer and clear film
- 42% percent of shoppers perceived the metalized film labeled product as most expensive, followed by wood veneer and clear film
- 40% percent felt the paper label appeared the least expensive
- The over 30-year-old age group fixated nearly twice as often on the wood label than the younger group
Implications: Craft brewers have unique, compelling narratives of how their breweries, recipes and processes bring the best product to thirsty consumers. By using eye-catching labels, branding and graphics, brewers can tell the story – their story – and connect with consumers and influence purchase decisions.
PLASTIC THERMOFORMED VS. PLASTIC FLEXIBLE POUCH PACKAGE
What: This white paper reports on a study conducted by Klöckner Pentaplast and Package InSight, LLC at Clemson University to examine the differences in how customers shop for products when they have the option for either a plastic thermoformed or plastic flexible pouch package.
Broad Research Question: How do customers react to different products when they have the option for a thermoformed or flexible pouch package?
Sample: 116 participants
- Thermoformed cheese packaging was found to be more appealing, were viewed longer and found faster than flexible plastic packaging
- Thermoformed had 24% longer fixation duration
- Thermoformed had 42% more fixations
- Thermoformed had 42% less time to first fixation
- Thermoformed had 44% more purchases
Implications: This data, when combined with the above relevant findings, makes for compelling argument for why rigid thermoformed cheese packages are preferred over flexible pouches.
THE IMPACT OF FOIL STAMPING ON CONSUMER ENGAGEMENT
The Sonoco Institute of Packaging Design and Graphics at Clemson University, in partnership with R. Andrew Hurley’s research program, conducted an eye-tracking study in the CUshop Consumer Behavior Lab. The study was developed in conjunction with the Foil & Specialty Effects Association to observe the effects of foil stamping on consumer interaction and test the hypothesis that a package embellished with foil would increase attention to the product when compared to the same product without foil. Three separate packaged product categories were tested over the three-day period.
What: High Visibility enhancements are the processes applied to packaging that increase visibility and stimulate and hold attention. This study looks at the impact of foil stamping as a high visibility enhancement.
Today in the packaging market over 100 forms of foil stamping are used by consumer goods companies.
Broad Research Question: Does foil stamping impact consumer engagement during a grocery shopping experience?
Sample: 265 participants
Foil had no impact on time to first fixation
Those consumers that did fixate on the foil stamping had a longer total fixation duration compared to non-foil.
If you use foil and the consumer engages with your product they will do so for a longer period compared to non-foil.
THE ROLE OF SECONDARY PACKAGING IN BRAND AWARENESS
What: This white paper reports on a study conducted by Rehrig Pacific Company and Clemson University on the effects of secondary packaging on purchase intent and consumer behavior.
Broad Research Question: A unique secondary package design with on-message, brand building color and graphics can lift brand awareness and increase purchase intent when integrated into in-store marketing campaigns.
Sample: 89 participants
- The product in the branded reusable crates received 54% more fixations
- The product in the branded reusable crates was looked at for 46% more time
- The combined area of the product and the branded reusable crate received 47% more fixations
- The combined area of the product and the branded reusable crate was looked at for 34% more time
It can be concluded with statistical evidence from this study that unique secondary package design with on-message, brand building color and graphics can lift brand awareness and increase purchase intent.
CLAMSHELLS VS. PAPERBOARD BOXES
What: This white paper reports on a study conducted by Klöckner Pentaplast and Clemson University to examine the differences in how customers shop for products when they have the option for either a clamshell package or a printed paperboard box.
Broad Research Question: How do customers react to different products when they have the option for a clamshell or a printed paperboard box?
Sample: 68 participants
- Participants spent more than 343% the amount of time looking at the clamshell packages than the traditional boxes.
- Consumers tend to purchase the clamshell-type packages on average 402% more, regardless of what type of product is in the package.
- Time to First Fixation: clamshell packages were found on average 40% faster.
- Clamshell packages received 675% more fixations than paperboard packages
- We found a strong correlation between product sales and fixation duration, and evaluated all metrics statistically to find significance. Such large differences, such as a 343% longer fixation duration, are highly indicative of a substantially more visible, better selling product.