THE LABEL - AN ESSENTIAL TOOL FOR KEEPING THE CONSUMER INFORMED AND FOR PROMOTING PRODUCTS IN THE ECONOMIC AREA

Abstract

The lifestyle and the technology evolution have significantly changed the consumers’ expectations and behaviors for the alimentary products. Paying more attention to health and welfare, consumers are looking for healthy products, which induces a special sensitivity to all information on the packaging and to the guarantees offered by the presence of official signs of quality. The quality of the product itself is undoubtedly the key to success, but before arriving there, the consumer must be convinced that the product should be bought from all the others that are available in the same category, moment at which the visual appearance of the product must fulfill his role. Deepening the analysis, we can say that although the shape, color, packaging originality are particularly important points, finally, the element that will really make the difference for consumers, today, is the label and the containing information.

Keywords

• label
• branding
• advertising
• nutrition information
• design