Wine labels: visual or text design?
A recent study conducted by researchers at the Penn State School of Hospitality Management in Pennsylvania revealed that less experienced wine consumers are more likely to purchase bottles with labels featuring a visual sweetness scale rather than a simple textual description.
"The best place to describe product features, when the consumer has the bottle in hand, is on the label. Our research shows that the label is a small, crowded space and, with its immediate visual scale, can help close the sale." This helps clarify the importance of label design, which must be able to immediately capture the consumer's attention and facilitate product understanding, especially in the competitive wine market.
The research was divided into two separate studies. In the first study, 200 adults (aged 21 and over) living in the United States were interviewed. Participants received two versions of the same wine label: one with a textual description of the sweetness level and the other with a visual scale. After viewing the label, participants indicated their purchase intention and the frequency with which they consumed wine, allowing the researchers to distinguish between expert and inexperienced consumers.
In the second study, a different group of 200 adults took a similar survey to assess their willingness to spend on the product in question. Again, the labels featured a sweetness scale or a text description. Participants then responded based on their willingness to spend on wine.
Anqi Luo states: "Although wine novices are more likely to purchase wines with a sweetness scale than with text, they are unwilling to pay more due to the perception of lower quality. The sweetness scale makes it easier for consumers to understand what's in the bottle, but when product information is easier to interpret, it can diminish the perception of exclusivity and lead to a lower perception of value." This point highlights a delicate balance between simplicity and the perception of quality, a crucial aspect in wine marketing.
The researchers suggest that wine producers should consider these findings in their marketing strategies. For example, for high-end wines, it may be beneficial to avoid using a visual sweetness scale. Conversely, for entry-level wines or those aimed at less experienced consumers, including a sweetness scale could prove beneficial. Restaurateurs can also take advantage of these findings when selecting wines to include on their lists.
This study highlights how the strategic use of labels can significantly influence purchasing decisions, especially among less-experienced consumers, and suggests that careful consideration of label design could help manufacturers better reach their target markets. Furthermore, it highlights the importance of clear and accessible communication of product features to attract a broader and more diverse audience.
