MESSAGE ON THE BOTTLE: COLOURS AND SHAPES OF WINE LABELS

Luiz de Mello and Ricardo de Borobia Pires Gonçalves

No 53885, Working Papers from American Association of Wine Economists

Abstract: Wine consumers rely mainly on the label on the bottle to infer the quality of its content. But there is little empirical research on how colours can be interacted with shapes in the design of wine labels. This study draws from an experiment using data from Spain and shows that there are strong preferences for selected colour-shape combinations in label design. Surprisingly, colour alone does not elicit as strong preferences as certain shapes do, at least when they are assessed irrespectively of the shapes featured in the label. Other combinations, on the other hand, are very resilient, especially those that contain colour hues, such as brown, yellow, black and green, in labels with salient rectangular and hexagonal patterns.

Keywords: Marketing (search for similar items in EconPapers)
Pages: 15
Date: 2009-09
New Economics Papers: this item is included in nep-mkt
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Citations: View citations in EconPapers (2)

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Related works:
Working Paper: Message on a Bottle: Colours and Shapes in Wine Labels (2008)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aawewp:53885

DOI: 10.22004/ag.econ.53885

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