Consumer appeal of in-mold labeled (IML) packaging

Researchers at Clemson University US studied consumer appeal of injection IML packaging vs. similarly decorated glass jars, composite cans, and metal cans using eye tracking technology.
They found no statistical difference between IML packaging and traditional labels. The results provide a strong baseline study that positions IML packaging as equally impactful, stimulating, interesting and appealing to traditionally labeled package substrates such as composite cans, metal cans and glass jars. Qualitative data indicated a strong perceived “usability” feature for IML packaged goods, as well as easy opening. An article about the research is published in the Journal of Applied Packaging Research.
Click here for the article (556 kB).

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