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AI Label Testing
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More contrast around the brand name
Using AI to Test Review Labels for Eye-Catching Design Written by CHARLIE POULSON
Uses gold and embossed finishes in a concentrated area
Imagery provided by AMERICANO
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he design of any label in the highly competitive alcohol industry takes time to achieve perfection. Studies have repeatedly shown that the vast majority of consumers buy the first bottle that grabs their eye in retail, regardless of how many other bottles they end up looking at. That’s a clear indicator that the importance of an eye-catching label is not negligible, but how does an independent alcohol brand even begin to think about testing this? Enter Visual Attention Software (VAS), an AI model that analyzes what consumers see visually and in what order. There are a number of VAS software options on the market from companies like Adobe. You can have it analyze a photo of your own bottle, and you can see what parts of your brand or packaging are the most eye-catching, which can mean you’re able to focus your marketing efforts on the parts that your consumers are actually drawn to. VAS will play a critical role in marketing and branding, aiding companies in creating labels that capture attention and create brand recognition while simultaneously cutting down the rounds of revisions needed with designers and creative partners.
Stronger visual and typographic hierarchy
There are lots of scenarios where you would want to use VAS, which we’ll break down below:
Goal 1: Get undecided consumers to buy your bottle over your competitor’s As mentioned before, research has shown that consumers usually buy the first bottle they see, period. So, how do you capture those undecided consumers who are making decisions based on the type of alcohol and pure aesthetics?
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Understanding VAS Technology VAS will aid in label design by way of estimates of the spots on the label that will attract the most consumer attention. VAS, in this respect, gives data on fixation points — inertia of a viewer's glance — and gaze duration — how long it stays there. This information is instrumental in testing and optimizing label designs. For example, if you want consumers to see your brand name first, you can use VAS to test (like a visual spell-check) your labels and confirm that your message is coming across clearly and that your goal of brand recognition is being achieved.
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Comparing Your Label to That of Competitors 2 Probability of visual fixation within the first 3 – 5 seconds 0% to 40%
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40% to 70%
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70% to 99%
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99%
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In order to make your label outstanding, you will need to compare it with samples from your competitors' labels, using VAS. Here, you will be running a
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