Wine Label Design
The wine bottle label serves as a figurehead and is used by customers as a guide when making a purchase. Consumers not only use extrinsic product features such as product packaging, label or brand for their assessment, but are also influenced by intrinsic product features such as the taste or smell of a product. This is where our interdisciplinary and internationally oriented study comes in. We are investigating how the interplay between the taste of a wine and the label design affects the perception of taste and quality, thereby influencing the customer's intention to buy and willingness to pay.
Project duration: Ongoing since 2018
Project team: Sergej von Janda/University of Mannheim, Rebecca Dolan/University of Adelaide, Pascal Wegmann-Herr/DLR Rheinpfalz, Gergely Szolnoki/Hochschule Geisenheim
Supported by: KPG Visuelle Kommunikation GmbH, rotas Integrated Labels Technology, Dieter-Schwarz-Stiftung, Weingut Buchert, Winzer eG Herrenberg Honigsäckel Ungstein, Dolan Family Wines
Publications:
- Janda, S. v., Dolan, R., Ehm, L. Wegmann-Herr, P., Szolnoki, G. (2020). Judging a Book by Its Cover: How Intrinsic and Extrinsic Cues Drive Consumer Reactions to a Product. Working Paper.
