Effect Sales with Affective Fluency

You’ll want identifying text on packaging for items you sell, but it’s the right picture which often brings about the sale. Affective fluency is why, according to researchers at Kedge Business School, Massey University, and University of New South Wales. They define “affective fluency” as enjoyment in deriving product-relevant information from the package.
     Their studies show how adding a picture to text on a wine label enhances product appeal, expectations of pleasure in consumption, and purchase intentions. The addition of any picture makes decoding the label contents more enjoyable for consumers. But generally, a picture which fits both the nature of the product and the text on the label will do best. On a wine labeled Dragon Estate, an added depiction of a dragon effected better results than a Pegasus image. For a Falcon Estate wine, consumers seeing a falcon image on the label expressed greater willingness to buy than did those seeing a heron image.
     The names on items you sell probably won’t all lend themselves to such obvious image choices. Affective fluency also develops if a picture on the package portrays the reaction you intend people to have when consuming the product. Such a picture lessens resistances aroused by abundant or complex text, such as for products requiring warnings on the label. People buy items for the reactions they’ll have to the items. Emotional reactions flow better from the right images than from descriptive text.
     Affective fluency is greater when the text and picture on a label are more creatively abstract than when sticking to the mundane concrete. In the research studies, a bottle bearing the name Mystery Estate and an image of a unicorn was rated as both having greater affective fluency and containing better tasting wine than a bottle bearing the name Mastery Estate and an image of a horse. The layout of the labels was the same and the contents of the bottles were actually from the identical batch of wine.
     Still, be sure that the abstractness refers to the item you’re selling. Early California Fruit Growers Exchange orange crate labels portrayed snow-capped mountains and beaches dotted with sun umbrellas. Around 1922, the company realized the labels were establishing a distinctive image, all right, but were selling California more than selling the fruit. By 1935, the label had been changed to include the emotion-packed word “Sunkist” along with an image of a sun-kissed orange.

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