Maile, Carlton A.
M.S. (Master of Science)
Department of Marketing
Lettering; Packaging; Labels
The purpose of the study was to show that the type, size, and style of product label lettering plays a significant role in product brand selection. The problem identified was that consumers must choose from a wide variety of packages and their choice is primarily based upon an emotional reaction with the type of packaging involved. Therefore, the identification of these emotional responses with the packaging that causes them, serves as an important marketing tool. A mail survey was conducted, with the measuring instruments being adaptations of a semantic differential scale. Two hundred questionnaires were mailed to residences in zhe. Northwest Suburbs of Chicago. In the first part of the questionnaire, participants were asked to indicate the product image(s) which best described their idea of a product associated with the letter type, size, and style on each of the labels shown in the questionnaire. In the second part, participants were asked to indicate their perception of a consumer who might buy a product with the type, size, and style of label lettering shown on each of the three labels in the questionnaire. The third part of the questionnaire contained questions concerning the socio-economic status of the respondents. Research findings were interpreted to support the following hypotheses within the limits of the study: 1) Letter size is associated with masculinity. 2) Block lettering is associated with dependability. 3) Block lettering is associated with a conservative user self-concept. 4) Script lettering is associated with an educated user self-concept. 5) Script lettering is associated with femininity. In addition to determining the validity of the above hypotheses, the impact of the following socio-economic factors were applied to the study and resulted in the following conclusions: 1) The effect of the respondent's age on the data appeared to be minimal. All age groups supported the hypotheses. 2) The effect of the respondent's educational level on the data appeared to be minimal. All five hypotheses were supported throughout all income levels. 3) The effect of family income on responses also appeared to be minimal. All five hypotheses were supported throughout all income levels. The study concluded, then, that consumers develop certain images of products and consumers based upon the style and size of label lettering. This study reinforces the fact that marketers need to develop distinct product images through packaging.
Gates, Doyle J., "Some effects of selected label characteristics on product image" (1980). Graduate Research Theses & Dissertations. 4980.
Northern Illinois University
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