Packaging Innovation
January 23, 2015

Product descriptions for food packaging – say what your customers want to hear

Which words speak directly to your consumers? What qualities distinguish your product from the competition? Select your product descriptions for food packages carefully as they might reveal more about your product than you might want. Here are some guidelines to help you make the right choice.

“Delicious”? “Healthy”? “Artisan”? There are certain consumer marketing terms that customers find tempting and just as many that will drive them away. How can you effectively predict the effect your product descriptions will have on you customer base? And what are the best words for your particular food product?

 Choosing your words wisely can get you a long way. To do so, SmashBrand distinguishes between three customer types: the fashionable/health conscious consumer, the foodie/upmarket consumer and the busy consumer. Picking words that go well with your target group is key.

The foodie/upmarket consumer – “artisan”/”gourmet”

Marketing terms such as “artisan” and “gourmet” are evocative in that they imply that the product is of high quality – even if that isn’t necessarily the case. And unlike health-related phrases like “organic” and “gluten-free” manufacturers aren’t obliged to produce scientific evidence for their products’ artisanship. Be careful though not to overuse the term as some consumers might think your products are beyond their budget.

The fashionable/health-conscious consumer – “healthy”/”organic”/”gluten-free”

Gluten-free labels can serve as valuable marketing tools if used correctly. Be careful though as some consumers can be put off by such labels if they suspect that flavor or quality might have been compromised. What matters to most consumers when it comes to food is taste and convenience. However, it is possible to use organic/health marketing terms to persuade borderline consumers one way or another.

The busy consumer – “easy”/“quick”/“convenient”

As mentioned before, many consumers make a buying decision based on ease of use of the food. Especially young working adults and people with children who don’t have much time to cook will prefer prepackaged foods that are ready in an instant and don’t require any culinary skills. However, that’s not to say quality isn’t an issue.