Study finds that aesthetically pleasing labels make customers happy

A study conducted by marketing professors at the University of Miami in Florida and the University of California Los Angeles found that the way a product is packaged and presented may have a great affect on the way customers think and feel after purchasing it.

The study found that many individuals are more likely to purchase a product that is aesthetically pleasing than one that is better functioning – or “perhaps boring-looking” – and, in result felt better about themselves. According to the study, this feeling of self-confidence allowed the consumers to become more open-minded about their product choices.

“What our research shows is that purchasing an attractive item causes a person to feel better about themself and this ‘affirmation effect’ frees them up, mentally, to admit to the error in their ways,” said Claudia Townsend, assistant professor of marketing at the University of Miami and coauthor of the study. “The result is that they no longer need to justify their initial bad investment with additional funding and consequently make better decisions.”

In fact, many major companies consider a product’s custom labels and packaging to be an integral aspect of the object itself. This may be why, according to an article from Gizmodo, Apple Computers has a specific and very exclusive room wardened off in their headquarters that is used specifically for product packaging.

As, according to the source, anyone who has opened the package to an Apple product knows that they’re all designed to create an experience.

Regardless of whether consumers will be more open-minded or just plain happy, having a unique and aesthetically pleasing custom label design and packaging can go a long way to pleasing customers. If companies wish to start by printing custom labels, they may want to invest in a Primera LX900 Series color label printer to get the ball rolling.