In a bustling retail store, shelf labels are like silent shopping guides. The presentation of variable information quietly influences consumers' cognition, information intake and even purchasing decisions.
Font size is the primary factor. Clear and eye-catching large fonts will quickly catch consumers' attention, especially among the complex and diverse shelves. The elderly or those with poor eyesight are more likely to focus on the prices and key selling points marked in large fonts. For example, for milk that focuses on "high calcium", if the words "high calcium" are presented in bold and large fonts in a conspicuous place on the label, it can convey the product advantages at the first time, allowing consumers to quickly understand the characteristics, shorten the information screening time, and facilitate purchases. On the contrary, if the font is too small and dense, it will make consumers feel bored, and even give up interpretation, miss the highlights of the product, and reduce their willingness to buy.
The magic of color should not be underestimated. Bright and contrasting color combinations, such as the red background with white words "Special Offer" and the green background with the "Organic" logo, fit the consumer's subconscious cognitive habits of specific information, can stand out from many labels, and stimulate curiosity and attention. Warm colors often convey a sense of enthusiasm and discounts, attracting impulse purchases; cold colors give a quality and professional impression, fit the high-end product positioning, help match the needs of the target audience, and accurately leverage the desire to buy.
Dynamic effects have become increasingly popular in recent years. The flashing and scrolling special effects of electronic shelf labels can display limited-time discount countdowns and new product recommendation animations. Moderate dynamics can create a sense of urgency and freshness, urging consumers to decisively place orders "before the discount disappears" and attract them to try new products. However, excessive use will be dazzling and become a distraction factor, making consumers at a loss and deviating from the original intention of attraction.
The variable information presentation of shelf labels is a subtle art. Merchants need to accurately grasp the fonts, colors, and dynamic balance to match consumers' visual habits and psychological expectations, so that they can turn labels into powerful marketing tools, implant product highlights in consumers' hearts, convert them into real purchasing power, and gain the upper hand in the retail battlefield.
