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Effortless item retrieval is achieved through smart label design, featuring well-known branding, clear text, and distinct colors for different versions.

On average shoppers spend just 13 seconds purchasing a brand in-store according to the
Ehrenberg-Bass Institute of Marketing Science report “Shopping Takes Only Seconds…In-Store and Online”. 

As consumers we engage with labels in different ways based on cognitive biases and behavioral patterns. For repeat purchases easily identifiable branding increases trust and reduces decision fatigue. We are comfortable to grab what we know. 

For first time purchases labels have more work to do. Shoppers often make spontaneous decisions, with labels acting as key indicators of quality, trust, and value.  

Labels convey information around perceived value and pricing. Well-designed labels can justify higher prices and suggest greater worth. They also communicate important information. This can be achieved with very detailed content or in a more simplified way with greater emphasis on the visual presentation depending on the audience. 

This is where high quality digital print can play a vital role.  By delivering sharply defined text, clear imagery and accurate color reproduction, consumers more readily recognize and trust the labels, and therefore the product they are buying. The technology can also address industry challenges such as rising material costs and labor shortages too. For example, the AccurioLabel 400 combined with the MGI JETvarnish 3D Web 400 system empowers printing companies to achieve greater efficiency while pushing creative boundaries. 

By 2029, 9.7% of label production volume and 27.5% of its value are expected to be digital. This shift highlights the financial and operational benefits of digital processes, which include reduced waste, lower inventory costs, and enhanced supply chain resilience. 

It also supports highly responsive label design that takes into account how cultural and demographic considerations such as age, background, and personal values, affect how shoppers interpret and prioritize label information. This helps brands connect and engage.

Label creativity for the generations

In fact,
different generations have distinct ways of engaging with labels, influenced by their values, and purchasing behaviors: 

  • Baby Boomers (Born 1946-1964): These are high spenders for consumer packaged goods, which is only expected to increase in the future, especially in the retail industry. They like their product to be visible and also value nostalgic designs. 

  • Generation X (Born 1965-1980): While it is in its peak buying and earning years Generation X values savings more than any other generation. Important are convenient, time-saving products and as well as products that are properly sealed and protected. Gen Xers demonstrate brand loyalty more than Gen Z and Millennials. 

  • Millennials (Born 1981-1996): Millennials are the largest online audience and with this high spending power comes high standards. They are well-connected online, so it’s easy for them to determine if a brand doesn’t live up to expectations. They are much less loyal to brands than previous generations. Millennials prefer minimalism.  

  • Generation Z (Born 1997-2012): The most active on social media this generation likes to share their experience with products or brands online. They expect brands to be transparent about where their product is sourced from, prefer sustainable packaging and are likely to spend more on sustainable products. Gen Zers place high importance on quality, value personalization and individualization.

Designs on label effectiveness

The essential role of labels in influencing decisions and shaping how consumers interact with products is enhanced by their visual appeal, including typography, colour schemes, and imagery. Together these influence perception and decision-making. 

Different colours evoke specific emotions. For instance, red can create urgency, blue conveys trust, and green signals eco-friendliness. Clear, legible fonts improve accessibility, while bold and stylized fonts can emphasize premium quality. The correct use of logos, icons, and product images shape expectations - such has organic labels with natural elements reinforcing health-conscious branding. How the information is displayed is important too. Simple, uncluttered labels can enhance perception of sophistication, whereas information-dense labels cater to detail-oriented shoppers. 

Creative label design can also connect customers with additional information and content that can drive greater engagement. The use of QR codes and augmented reality can provide interactive experiences by linking to additional digital content. 

Sticking to the law

Labels must also meet strict regulations to ensure consumer safety and informed purchasing decisions. As such there is a broad array of
EU legislation for the marking, labelling, and packaging of products in the European Union.  

Different industries impose varying standards. For example, food and beverage products require nutritional facts, ingredient lists, allergen warnings, and expiration dates for transparency and safety. For pharmaceuticals and healthcare, labels must include active ingredients, dosage instructions, and potential side effects to prevent misuse while consumer goods and chemicals need to display hazard symbols, safety warnings, and handling instructions to protect consumers. For sustainability and ethical labelling certifications such as Fair Trade and Energy Star provide assurance about ethical sourcing and environmental impact. 

Failure to apply clear labelling or adhere to necessary regulations can lead to legal consequences, loss of consumer trust, and product recalls.

Legislation is always evolving. In the UK Natasha’s Law was introduced in October 2021 that requires all food retailers, including cafes and restaurants, to provide full details of the ingredients and allergens in all the pre-packaged food they make on the premises. Its introduction follows the death of 15-year-old Natasha Ednan-Laperpouse in 2016, who had an allergic reaction to a baguette bought from a Pret a Manger cafe.

In the research paper
The Role of Product Labels in Consumer Decision-Making and Environmental Sustainability, Monnapule Matlhare concluded that product labels providing critical information that guides healthier and more sustainable choices are essential for influencing consumer behaviour and promoting environmental sustainability. However, their effectiveness depends on their credibility, clarity, and the regulatory frameworks that govern them. Future advancements should focus on enhancing label design, ensuring regulatory compliance, and utilizing digital technologies to better meet consumer needs. 


SONNENTOR, an Austrian herbal tea producer, is experiencing the practical benefits of digital production with the Konica Minolta AccurioLabel 230. It has achieved unparalleled flexibility, producing multilingual labels efficiently while minimizing material waste.

Talk to us to learn more about how balancing design aesthetics, compliance, and shopper psychology influences consumer trust, engagement, and purchasing decisions. Explore how it helps optimize labelling strategies to create effective labels that meet both operational and consumer needs.

You can also visit us at Labelexpo Europe Barcelona, Fira Gran Via, Hall 5, stand G60/E61.

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