Taste of wine starts from its label
A filler is not a necessary to fill a glass of good wine and taste it.
However, a good packaging is a must.
This is maintained by a new research carried out in Oregon stating consumers judge a wine from its label and from its packaging too.
‘The package helps people make a decision”
The study titled “Holistic Package Design and Consumer Brand Impressions” appeared on the Journal of Marketing and has been edited by Professors Keven Malkewitz, marketing assistant at the Oregon State University, and Ulrich Orth, marketing teacher at the Kiel, Germany based University.
The authors have photographed 160 labels of wine bottles, most of them of were of unknown brands. They have then asked 125 experts (graphic or industrial designers) for an analysis from the aesthetical standpoint. They have then grouped the results in five “primary design types”:
- massive (or bold)
- contrasting
- natural
- delicate
- nondescript
At the end, the researchers have shown the pictures to 268 consumers, by putting them 15 questions about the “personality” of each bottle.
The result ? The consumers have judged the “strong” and “contrasted” packages as the most exiting and of major impact. But, at the same time, they have judged them as low-level in terms of competence and sophistication, determining them as being of minor quality, cheaper and sourish-tasting.
