Consumers use labels on food jars to gage nutrition
by Kayla Holman
Grocery stores are an interesting place to spend a Saturday afternoon, especially when samples are available. Hundreds of people, thousands of food jars and countless labels fill the space. With so much information floating around what actually creeps into the consciousness of a consumer? Read about how ethical labels on food jars communicate more than you think.
Last week an article in Packaging Digest called, "Fair-trade food labels can befuddle shoppers," caught my eye. The article highlights a study done by a University of Michigan researcher along with a few colleagues from California State University and the University of Grenoble in France. According to the article, this investigation lead to the discovery that, "claims on food labels that a product is organic, locally produced or made by workers subject to fair labor practices may mislead consumers into thinking that such food are low in calories." You read that right, yes, lower in calories.
In the words of The Beach Boys, wouldn't it be nice if food jars adorned with special ethical-based labels were filled with healthier foods than their competitors? Of course it would! But sadly, that's not necessarily the case. So, what inspired consumers to form a nutritional connection between labels on food jars to less calories? I thought it might be a design fault, due to the creation of similar looking labels that have a variety of meanings. Choosing food jars based on label recognition doesn't sound too far off base.
As understandable as the similar looking label mix-up could be, it turns out that's not the reason for this misappropriation. Nope, the misunderstanding goes deeper than face-value. According to the study, it seems that consumers recognize the labels on food jars for what they are (ex: locally made, fair-trade products, organic), but subconsciously apply thoughts of nutrition and health to the product.
The labels on food jars aren't exactly confusing anyone; they're instead encouraging consumers to think longer and deeper about the ethical standards they describe. There's nothing greater than the creation of products locally by well-treated and kind workers, in fact, a vision like this could warm just about any ones heart. Possibly even warm it to the point that the product itself is envisioned as a wholesome extension of the work being done. Though this idea is heartwarming, such mind lapses are causing issues in regards to the consumption of unhealthy products in food jars.
Controlling the mind of consumers may be the ultimate purpose and objective of marketers everywhere, but luckily none have quite made it there yet. Though the particular labels on food jars have increased sales it's obviously not in reflection of brand efforts. Somewhere between production and purchase value messages have become convoluted. How can companies more articulately and clearly communicate the messages on their labels to consumers?
Green, or eco-friendly products have also experienced growing pains when it comes to clear and communicative labeling. Which?, a consumer guidance company based in the UK recently released an article called "Making Sustainable Food Choices Easier," delineating specific details on how food jars can better articulate their brand values through labels. Which? instructs that simplicity, meaning clear and concise messages, paired with impactful visibility and consistency can make any well-founded argument soar.
Local companies and fair-trade unions are important and deserve to be recognized for the work they do. Give your efforts the credit they deserve by presenting clearly defined labels on your product's food jars.
<a href="http://www.containerandpackaging.com/">Food jars</a> are a great packaging option for edible goods. Read Kayla Holman's blog on effectively labeling <a href="http://blog.containerandpackaging.com/2012/04/labels-on-food-jars-fool-consumers.html"> food jars</a>.
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New Unique Article!
Title: Consumers use labels on food jars to gage nutrition
Author: Kayla Holman
Email: apps@seo4.co
Keywords: plastic containers,plastic food containers,food jars,plastic bottle,bottle,bottles,business,sales
Word Count: 573
Category: Sales
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