Adelaide, Australia — Consumers’ purchasing decisions are heavily swayed by both branding and labeling, according to a new report published in the Journal of Food Quality and Preference.

More than price, a product’s familiar branding and engaging label graphics are significant triggers to purchase for consumers.

Overall, label styles enticed consumer attention on-shelf, according to the study, followed by brand recognition and finally, flavor/taste perception.

Younger consumers were said to use multiple factors in their purchase decisions, including product packaging and price; while older consumers were found to be more brand-loyal overall, despite price comparisons.