Physical label form and function traditionally have both played a vital role in customer service. For purposes of this discussion, “form” refers to graphic design and appearance and “function” refers to content.

Design helps consumers prioritize the importance of claims and disclosures, while content contains those claims and disclosures. Before development of the global “Amazon” effect, when most products still were sold on shelves in brick-and-mortar buildings, form often was everything. The most provocative, eye-catching designs beat out competitors and drove sales, while functional content often served to confirm the choice.

Today, with so many products being purchased online, content has become king, followed by reviews and other supporting information. We want to know what’s in it, where it was made, other details that define product integrity and reliability, and the like. And we want to know what others think of it. What the product label looks like can become an afterthought, if it’s even in the mix.

I’ve felt this way often – buying products on Amazon that have what I believe are terrible-looking labels. But, the information I need is there, and I can get at least some clarity around product reputation and credibility. On a shelf next to competitive products with much more engaging labels, they might not stand a chance. But, in the online world, it’s a whole different story.

What does this mean for product manufacturers wanting to give consumers full customer service via labels that do the job? Actually, this question brings up a number of additional ones, including:

1. Where are you selling? If products are on brick-and-mortar shelves and online, then label form and function both matter substantially. If, however, the product is sold exclusively on digital channels, then the label form may not be as important as function. Of course, this isn’t a hard-and-fast rule by any means. To me, label design and appearance on Amazon and other digital marketplaces doesn’t matter as much as getting complete, accurate, and credible product information.

While this is true when buying anything, it’s especially so when looking for health supplements – particularly if they’re being swallowed. I’d much rather be bombarded with valuable info than pretty pictures when on Amazon. Favorable reviews, by the way, are becoming less believable given how the system gets gamed so often. Typically, looking at the product on a variety of review sites will provide a more accurate and truthful picture.

2. Who are your buyers? Look at the current buyer profile, then match up preferences with how buyers value form and/or function in their buying decisions. For example, different age groups have different priorities, as do the mindsets of consumers in different economic circumstances. Rather than making sweeping generalized conclusions based on current and/or desired buyer profiles, do some research to begin connecting the dots and determining the relative roles of label form versus function.

Dig deep to assess and address buying habits, and don’t assume too much. For example, most people would figure that younger generations would be much more likely to buy online than in-store. A recent Hubspot.com report notes: “All generations favor buying products in person at a store over any other channel, but this preference decreases significantly with age.”

Given the digital orientation of younger generations, the continued preference for in-store is surprising. Part of this may be the social aspect of in-store experiences among younger groups. It’s not just a buying experience; it’s a get-together.

There also are preferences in how different generations view social issues. On its face, this would make an argument for substantive information (function) over style (form) when viewing such younger groups as Gen Zers. Notes Hubspot: “One in two Gen Zers want companies to take a stance on social issues, specifically racial justice, LGBTQ+ rights, gender inequality, and climate change. When companies advocate for these issues, it has a strong impact on Gen Z purchase decisions…When it comes to influencing their purchase decisions, social issues simply have no impact on a majority of Boomers.”

3. How do you want your brand to be viewed? With all this being said, there’s still the issue of how a product manufacturer wants the marketplace to view their brand. Optimally, both form and function are emphasized in an effort to convey a desired image to the widest audience. The trick is to determine how best to present the brand on the limited space afforded in a label.

Given the common and expanding use of QR codes, extended labels and the like, there are more ways than ever to expand physical labels and digital “extensions.” Take a look at all of it, see how many form and function considerations can be addressed on a basic label – and go from there.

Given the ever-increasing presence of digital product purchasing, traditional thinking about labels will continue to evolve. AI will be an influential element of this evolution.


Mark Lusky (www.markluskycommunications.com/mark-lusky-bio) is the president of Lusky Enterprises, Inc. (www.markluskycommunications.com), a 41-year-established marketing communications company dedicated to clients that live and breathe trust, likeability, and respect (thereby eschewing the “lie, cheat, steal” culture so prevalent today). Contact him at: 303-621-6136; [email protected].