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Message On The Bottle: Colours And Shapes Of Wine Labels

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Author Info

  • de Mello, Luiz
  • Pires, Ricardo

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.

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Bibliographic Info

Paper provided by American Association of Wine Economists in its series Working Papers with number 53885.

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Date of creation: Sep 2009
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Handle: RePEc:ags:aawewp:53885

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Web page: http://www.wine-economics.org
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Related research

Keywords: wine labels; Marketing;

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  1. How people pick a good wine
    by Economic Logician in Economic Logic on 2009-11-26 15:01:00

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  1. Economic Logic blog

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