When the product you sell is new, its first encounter with buyers is the label that they read. As a buyer approaches the shelf where your product is stored and picks it up, the label instantly gives them a subconscious and then a conscious message that can then influence them to opt for buying the product or not.
There’s a lot of psychology associated with the marketing aspect of a piggyback label and other labels, and it works somewhat like hypnosis. The label is often suggestive enough to plant subconscious triggers into a person’s mind. If they are predisposed to listen to those triggers (such as the way impulse buyers act) then you can expect them to buy almost instantly.
Of course, it doesn’t always work that well, but there are elements you can use to help the process along. Bright colors, for instance, can be highly suggestive when your product is aimed at young people, children or people looking for a fun experience. This is often the case with soft drinks, toys and sweets.
On the other hand, a product like hair gel or cologne might carry a more mysterious and professional look, so the label has to aim to look “cool” with darker hues, suggestive images of beauty and a call to action expressed by a catchy phrase placed right next to the product’s name or the company logo.