• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

Craft Brewing Business Craft Brewing Business
  • News
  • Business & Marketing
  • Packaging & Distribution
  • Equipment & Systems
  • Ingredients & Supplies
  • Webinars & White Papers
  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers
  • COVID-19

Measuring the impact of labels on craft beer purchase decisions

August 3, 2015Laura Clark

Total fixation duration

Fixation duration is one of the most important metrics for a consumer study and involves the time, in seconds, the participant fixates on a specific item. The higher the number, the better the package performed.

Charts from White Paper

Study participants viewed the clear-on-clear label over 20 percent longer than the other labels. The study found a strong correlation between fixation duration and product selection. As the participant’s fixation duration increased, so did the person’s chance of purchasing the product fixated.

Fixation count

This graph illustrates the number of times a participant scanned a specific product. The higher the number, the better the package performed.

Charts from White Paper 7-31-15 CBB 4

The study indicated the number of times a product was viewed positively correlated with purchase intent. Sixty-two percent of study participants said the Avery Dennison metalized film label caught their attention compared to labels made with paper, matte film, white gloss film, wood veneer and clear film. Forty-six percent of shoppers perceived the metalized film labeled product as most expensive, followed by wood veneer and clear film. Forty percent felt the paper label appeared the least expensive.

Qualitative data confirm labels impact purchase decisions

After selecting a product for each item on the shopping list, participants entered a debriefing area where they answered a post-experiment questionnaire that gathered qualitative data regarding the packages they viewed.

During the study’s qualitative evaluation, participants indicated they preferred the wood label even though their eyes (during the quantitative evaluation) indicated they gravitated toward the metalized and clear labels. The over 30-year-old age group fixated nearly twice as often on the wood label than the younger group.

Participants were asked the following question: How important is the label during your purchasing decision and why? Some of the responses follow.

  • “Label can be the aesthetic quality that engages you to pick up or interact with a product – definitely important.”
  • “It’s very important to me — unless it’s a brand that I’ve had before and I know what I’m getting. I won’t purchase another brand unless the packaging attracts me.”
  • “The label catches my eye when I’m in the store so I’m more inclined to buy it.”
  • “Very. There are so many options that I tend to stick with my favorite type of beer and labels that catch my eye or else I’m stuck looking there forever.”
  • “Very important because I know I’m guilty of ‘judging a book by its cover.’ I either buy beer that I’ve had and know is good or I try something because it intrigues me.”
  • “Presentation is always important when trying new things…”
Here's how they ranked.
Six different bottles were used in the study. They were identified A-F and not by material (i.e., no mention if one was paper, one was matte film, etc.).

Summary

Shelf impact is a major concern for all brand owners — especially within a growing and crowded industry like craft beer. This shelf impact study showcased the head-turning impact of pressure-sensitive labels in helping craft beer brands stand out. Labels do matter.

Craft brewers have unique, compelling narratives of how their breweries, recipes and processes bring the best product to thirsty consumers. By using eye-catching labels, branding and graphics, brewers can tell the story — their story — and connect with consumers and influence purchase decisions.

Laura Clark is the global marketing director for Beverage at Avery Dennison Label & Packaging Materials. Clark works with clients to help drive growth, maximize profitability and reduce costs through brand positioning, global marketing, price and cost analysis, market segmentation and new product launches. A packaging engineer by training, Clark has 20 years in the industry. As you can see, she’s also an awesome writer.

Pages: Page 1 Page 2
The importance of craft beer labels (your Friday morning infographic)
Keg collars, tap handle labels combine in innovative Bellevue Brewing solution
Axon_EZ-150SL_Thermoflow
Check out these four beer labeling solutions (from pressure sensitive to shrink sleeve) at #CBC2017
Telegraph Brewing Avery Denison cbb crop
Refined labels: Telegraph Brewing and Avery Dennison create a classic design on a ‘toothy’ stock

Reader Interactions

Comments

  1. haveabeerboutit says

    August 7, 2015 at 12:20 pm

    RT @CraftBrewingBiz: 1st Impressions: Measure the impact of labels on craft beer purchase decisions @AveryDennison http://t.co/UBHwOSEF8N h…

    Log in to Reply
  2. AveryDennison says

    August 7, 2015 at 12:19 pm

    RT @CraftBrewingBiz: 1st Impressions: Measure the impact of labels on craft beer purchase decisions @AveryDennison http://t.co/UBHwOSEF8N h…

    Log in to Reply
  3. iwillbefrank says

    August 6, 2015 at 5:15 pm

    Measuring the impact of labels on craft beer purchase decisions http://t.co/WTqH87LJhP

    Log in to Reply
  4. thelocalbrand says

    August 6, 2015 at 2:26 pm

    RT @coasterfactory: Measuring the impact of label design on craft beer purchase decisions :: http://t.co/RdwpB4eVL1 #graphicDesign #brandin…

    Log in to Reply
  5. belgiumdesigner says

    August 6, 2015 at 2:21 pm

    RT @coasterfactory: Measuring the impact of label design on craft beer purchase decisions :: http://t.co/RdwpB4eVL1 #graphicDesign #brandin…

    Log in to Reply
  6. coasterfactory says

    August 6, 2015 at 2:17 pm

    Measuring the impact of label design on craft beer purchase decisions :: http://t.co/RdwpB4eVL1 #graphicDesign #branding #marketing

    Log in to Reply
  7. PRPirates2 says

    August 6, 2015 at 1:25 pm

    How important is labeling when it comes to #craftbeer? #D2 #PR via Craft Brewing Business… http://t.co/Yo5Hu8DI9z

    Log in to Reply
  8. BeerLawCenter says

    August 6, 2015 at 12:04 pm

    Measuring the impact of labels on craft beer purchase decisions http://t.co/ALijZ00sB1 @CraftBrewingBiz

    Log in to Reply
  9. Ken Mortensen says

    August 6, 2015 at 7:07 am

    Ken Mortensen liked this on Facebook.

    Log in to Reply
  10. Mike Bernstein says

    August 6, 2015 at 7:07 am

    Mike Bernstein liked this on Facebook.

    Log in to Reply
  11. DidYouSayBeer says

    August 6, 2015 at 12:13 am

    RT @BrewStuds: Measuring the impact of labels on #craftbeer purchase decisions http://t.co/WUezTGC6V5 #branding http://t.co/dQ4VztnWds

    Log in to Reply
  12. JR1BY says

    August 5, 2015 at 8:23 pm

    great #casestudy – Measuring the impact of #labels on craft #beer purchase #decisions. http://t.co/adkIOdzCRi via @craftbrewingbiz

    Log in to Reply
  13. BeerEinstein says

    August 5, 2015 at 7:15 pm

    Measuring the impact of labels on craft beer purchase decisions – http://t.co/KVQY8GWv8j #beer #craftbeer #brewery

    Log in to Reply
  14. TzChrissie says

    August 5, 2015 at 2:22 pm

    Measuring the impact of labels on craft beer purchase decisions https://t.co/OwZg7n374G

    Log in to Reply
  15. BeerAgentUKSean says

    August 5, 2015 at 1:03 pm

    RT @CODODesign: “I won’t purchase another brand unless the packaging attracts me.”

    Great piece from @CraftBrewingBiz

    http://t.co/jPKXyDJ…

    Log in to Reply
  16. Brian Tennis says

    August 4, 2015 at 11:40 pm

    A great label can’t make up for shitty beer.

    Log in to Reply
  17. scotthill996 says

    August 4, 2015 at 8:19 pm

    RT @BrewStuds: Measuring the impact of labels on #craftbeer purchase decisions http://t.co/WUezTGC6V5 #branding http://t.co/dQ4VztnWds

    Log in to Reply
  18. felvini says

    August 4, 2015 at 5:47 pm

    RT @BrewStuds: Measuring the impact of labels on #craftbeer purchase decisions http://t.co/WUezTGC6V5 #branding http://t.co/dQ4VztnWds

    Log in to Reply
  19. Digitallabelsca says

    August 4, 2015 at 3:56 pm

    RT @BrewStuds: Measuring the impact of labels on #craftbeer purchase decisions http://t.co/WUezTGC6V5 #branding http://t.co/dQ4VztnWds

    Log in to Reply
  20. BrewStudNo1 says

    August 4, 2015 at 11:43 am

    RT @BrewStuds: Measuring the impact of labels on #craftbeer purchase decisions http://t.co/WUezTGC6V5 #branding http://t.co/dQ4VztnWds

    Log in to Reply
  21. phycoinsc says

    August 4, 2015 at 11:34 am

    RT @BrewStuds: Measuring the impact of labels on #craftbeer purchase decisions http://t.co/WUezTGC6V5 #branding http://t.co/dQ4VztnWds

    Log in to Reply
  22. Serge Lubomudrov says

    August 4, 2015 at 10:36 am

    Serge Lubomudrov liked this on Facebook.

    Log in to Reply
  23. CODODesign says

    August 4, 2015 at 10:23 am

    “I won’t purchase another brand unless the packaging attracts me.”

    Great piece from @CraftBrewingBiz

    http://t.co/jPKXyDJoc0

    Log in to Reply
  24. Ohio_Digital says

    August 4, 2015 at 10:18 am

    RT @BrewStuds: Measuring the impact of labels on #craftbeer purchase decisions http://t.co/WUezTGC6V5 #branding http://t.co/dQ4VztnWds

    Log in to Reply
  25. The_Clocktower says

    August 4, 2015 at 10:02 am

    RT @BrewStuds: Measuring the impact of labels on #craftbeer purchase decisions http://t.co/WUezTGC6V5 #branding http://t.co/dQ4VztnWds

    Log in to Reply
  26. craftbangkok says

    August 4, 2015 at 9:55 am

    RT @BrewStuds: Measuring the impact of labels on #craftbeer purchase decisions http://t.co/WUezTGC6V5 #branding http://t.co/dQ4VztnWds

    Log in to Reply
  27. carlu_fra says

    August 4, 2015 at 9:50 am

    RT @BrewStuds: Measuring the impact of labels on #craftbeer purchase decisions http://t.co/WUezTGC6V5 #branding http://t.co/dQ4VztnWds

    Log in to Reply
  28. BrewStuds says

    August 4, 2015 at 9:35 am

    Measuring the impact of labels on #craftbeer purchase decisions http://t.co/WUezTGC6V5 #branding http://t.co/dQ4VztnWds

    Log in to Reply
  29. Star_Label says

    August 4, 2015 at 9:32 am

    #BeerPackaging #labeling
    http://t.co/DaKk6oDZdY

    Log in to Reply
  30. Krones AG says

    August 4, 2015 at 2:11 am

    Krones AG liked this on Facebook.

    Log in to Reply
  31. Blake's Hard Cider Co. says

    August 4, 2015 at 1:30 am

    Blake’s Hard Cider Co. liked this on Facebook.

    Log in to Reply
  32. Brad Beneski says

    August 4, 2015 at 1:30 am

    Brad Beneski liked this on Facebook.

    Log in to Reply
  33. Daniel Kearsey says

    August 4, 2015 at 1:30 am

    Daniel Kearsey liked this on Facebook.

    Log in to Reply
  34. hecks_bar_kinde says

    August 3, 2015 at 11:19 pm

    RT @MeasuredMethods: Once again, @craftbrewingbiz for the win! ‘Measuring the impact of labels on #craftbeer purchase decisions’ http://t.c…

    Log in to Reply
  35. AmalgamLabels says

    August 3, 2015 at 9:36 pm

    RT @Labeltronix: Measuring the impact of labels on craft beer purchase decisions http://t.co/lzMAvio9hs @CraftBrewingBiz http://t.co/D3kHTz…

    Log in to Reply
  36. BrewandCovered says

    August 3, 2015 at 5:29 pm

    Measuring the impact of labels on craft beer purchase decisions…… http://t.co/yuQX1GexVz

    Log in to Reply
  37. USbevX says

    August 3, 2015 at 5:22 pm

    RT @Labeltronix: Measuring the impact of labels on craft beer purchase decisions http://t.co/lzMAvio9hs @CraftBrewingBiz http://t.co/D3kHTz…

    Log in to Reply
  38. Labeltronix says

    August 3, 2015 at 4:56 pm

    Measuring the impact of labels on craft beer purchase decisions http://t.co/lzMAvio9hs @CraftBrewingBiz http://t.co/D3kHTzBTE0

    Log in to Reply
  39. Joe Kelleher says

    August 3, 2015 at 1:21 pm

    Joe Kelleher liked this on Facebook.

    Log in to Reply
  40. Marilee Rutherford says

    August 3, 2015 at 1:21 pm

    Marilee Rutherford liked this on Facebook.

    Log in to Reply
  41. liverbashers says

    August 3, 2015 at 1:01 pm

    RT @MeasuredMethods: Once again, @craftbrewingbiz for the win! ‘Measuring the impact of labels on #craftbeer purchase decisions’ http://t.c…

    Log in to Reply
  42. Eric D Lussier says

    August 3, 2015 at 12:51 pm

    Eric D Lussier liked this on Facebook.

    Log in to Reply
  43. TJ Teter says

    August 3, 2015 at 12:51 pm

    TJ Teter liked this on Facebook.

    Log in to Reply
  44. Scott Davidson says

    August 3, 2015 at 12:51 pm

    Scott Davidson liked this on Facebook.

    Log in to Reply
  45. Nate Underwood says

    August 3, 2015 at 12:51 pm

    Nate Underwood liked this on Facebook.

    Log in to Reply
  46. Bacon_And_Legs says

    August 3, 2015 at 12:40 pm

    RT @MeasuredMethods: Once again, @craftbrewingbiz for the win! ‘Measuring the impact of labels on #craftbeer purchase decisions’ http://t.c…

    Log in to Reply
  47. MeasuredMethods says

    August 3, 2015 at 12:39 pm

    Once again, @craftbrewingbiz for the win! ‘Measuring the impact of labels on #craftbeer purchase decisions’ http://t.co/WJqsjHaTYq

    Log in to Reply

Trackbacks

  1. How to Create Off-the-Shelf Impact with your Label - GSM Magazine says:
    December 7, 2020 at 1:25 am

    […] adhesive labels are often used in the beverage market – a highly competitive environment. To make your product stand out on the shelf, BJ Ball have recently introduced Wausau’s […]

    Log in to Reply
  2. Unique Beer Labels That Stand Out from the Competition | Blue Label Digital says:
    February 6, 2018 at 3:28 pm

    […] from a friend? A discounted price? Science says it’s all in the label. In fact, there is a heavy correlation between your fixation duration and product selection when it comes to beer. So how do you make your […]

    Log in to Reply

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • Beer Institute: Research shows tariffs on aluminum have cost the U.S. beverage industry nearly $2.2 billion
  • Urban South Brewery debuts THC seltzer and more beers to know this week
  • Measuring the financial impact of staff suggesting to-go beers
  • Spoetzl Brewery expands solar, recycling and wastewater pretreatment

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • Beer money cansMeasuring the financial impact of staff suggesting to-go beers
    December 6, 2023
  • Cincinnati’s MadTree Brewing becomes a B-Corp, so let’s learn how they did it
    December 4, 2023
  • Westbound and Down craft brewery exterior cbb cropColorado’s Westbound & Down Brewing acquires Aspen Brewing and Capitol Creek Brewing
    December 4, 2023
  • Aaron Reames of Bent Water Brewing cbb crop2024 market predictions from three top craft brewers
    December 4, 2023
  • craft beer neon marketing sign‘Experience creates consumption’ tops BrewLogix list of craft beer trends to watch
    November 30, 2023
  • BarTrack Smart Draft SystemBarTrack launches The Smart Draft System, teasing real-time beverage quality analytics and automated inventory management
    November 28, 2023

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2023 · CBB Media LLC