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小小的産品商标竟然对消费者产生这么大的作用！
2017-09-13 17:04:17.0 来源：网络 责编： S9
- 摘要：
- 近日，办公用品供應商Avery UK做了一项独特的心理学研究，该研究显示：標簽对消费者的决策和客户的忠诚度，到底产生多大的影响作用。
Avery UK是CCL工业的一个子公司。此次研究是与一个既定行为的心理学家合作完成，通过测试消费者对小型商业標簽设计的反应，从而发现某些元素是如何鼓励人们对商品做出积极反应。
这项研究采用三种科学分析法，来解读什么是成功的標簽。其中一种方法是在特性的实验室环境下，使用眼球跟踪仪，来精确追踪哪些標簽可以吸引眼球，所有测试对象都是从小型企业购买的熟悉産品。该研究还进行了三项在线实验，针对1,108名英国成年人，测试標簽对大脑和行为的影响，以産品標簽为主，还有部分邮寄和运输標簽。此外，该研究还分析了159篇学术论文，来确定知识的差距以及其它方面对研究的影响。
这项研究的一个重要发现是，標簽对吸引眼球有重要的作用。明亮的颜色和大的標簽可以让消费者驻足观看，其中粗线、边框和条纹的標簽比普通標簽高出42%。一旦消费者的注意力被抓住，将其转化为预期的结果（购买或对品牌产生积极的评价）的最好方法，就是将让消费者的大脑思考并购买産品或包裝。这可以通过情感、信息、启动、决策捷径和好奇心来实现。
研究还发现，运输包裝时使用多个標簽可以增加收件人的积极情绪，并提升客户的忠诚度和重复购买的可能性。事实上，使用多个標簽的运输包裝会增加129%的“品牌喜爱度”，116%的质量感知度，113%的购买意向和135%的口碑宣传度。
此项研究还进一步深入，以帮助客户发现运输和産品標簽的重要影响作用。针对Avery公司的消费者，包括网上或面对面客户，该项研究分析了各种標簽设计如何影响人们愿意支付的金额；標簽如何提升消费者对公司的喜爱度；以及標簽如何增加测试对象重复购买的可能性。
Avery UK的營銷总监Fiona Mills表示：“最初我们只是猜测，標簽设计的效果不只限于视觉效果，而这次的研究给我们带来了很多启示。现在我们可以相当权威地说，標簽确实对小型企业的业绩产生了影响。”
“我们不建议商家为了標簽而在包裝上贴標簽，简单的普通地址標簽，蕴含着明确的商业价值。一个地址標簽、一个公司的品牌標簽、一个返回地址標簽和一个友好的特殊信息標簽，都将使客户从中获得重要的信息，包括你的品牌、你的专业精神和你对客户重视度等。”
Avery UK特别指出了一种特殊的信息標簽，它有助于吸引消费者的注意力并影响未来的购买行为。比如“打开我”，“看看里面是什么”，“用爱手工制作”或者“只为你”。个性化的信息会让顾客觉得更特别，比如邮件信封上印上名字，参与者花了比平时多11%的时间去看它，10%的参与者会看到。
Notebook Love的企业主Kate Efomi評論道:“我从来没有想到，一个小小的標簽竟然有这么大的作用。心理学太神奇了！看完这份报告后，我们会重新考虑我们的包裝策略。在所有産品的包裝上加上优质的品牌標簽，我们的信封肯定会有更加个性化，例如在原来的地址標簽中特别加上公司对客户感谢的信息。我们標簽会做成加粗的、高质量的和引人注目的类型。之前，我们只是用普通的白色信封，贴上白色的地址標簽。从来没有想过，如果把外面的包裝设计得更引人注目、更吸引人，産品会更容易打动客户，并让他们再次购买。”
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