“Friendly” labelling is one that provides the consumer with added value and seeks to satisfy all or most of the needs that consumers have when getting to know and buying a product, therefore improving consumer-product interaction.
“Friendly” labelling is a powerful tool to provide the more detailed information that consumers demand and need about the products they buy.
And especially in the food sector where
consumers (according to different surveys*) are “quite lost” when trying to
understand and comprehend the products’ nutritional information.
By making things easy for the consumer and
thinking about a “friendly” label or packaging that also complies with the
basic legal requirements regarding information, that helps the consumer to get
to know about the product and its composition in a more attractive and simpler
way, is a guarantee for success as it is becoming more and more important that
the product is “honest, clear and direct” regarding “what it is” and “what it
is going to give the consumer”.
According to a study carried out in the
USA, the information included in a product has more weight in the consumers’
decision than the information they can get from other sources.
When consumers look for general information
about a product, most of them put more faith in the information obtained from
the printed label that accompanies the product.
The general trend seems to indicate that
consumers more often demand healthier products or products that, without being
totally healthy, provide the most complete information possible about what they
offer from the nutritional point of view so that the consumer can choose at any
time and know what he/she is consuming.
Therefore, the food industry has an
excellent opportunity to convert its products (from the packaging and labelling
point of view) into “friendly” products that provide information that allows us
to understand their nutritional benefits and product composition at a glance.
This information must be clear, simple and
make consumer understanding easier.
We shouldn’t forget that the usual
information we see on food product labels, despite having improved a lot over
the past few years, is still not clear for the majority of consumers.
The tool to capture this information: The
product’s label
If, moreover, we want to go a stage further
and expand on product information and the possibilities for interaction with
the consumer, our interactive labels undoubtedly become the best option to meet
the upward trend of more and more demanding consumers.
*News source: http://www.livescience.com/41089-food-labels-front-package-system.html
