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Message on a Bottle: Colours and Shapes in Wine Labels

Author

Listed:
  • de Mello, Luiz
  • Pires Gonçalves, Ricardo

Abstract

Wine consumers rely mainly on the label to infer the quality of a bottle. 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.

Suggested Citation

  • de Mello, Luiz & Pires Gonçalves, Ricardo, 2008. "Message on a Bottle: Colours and Shapes in Wine Labels," MPRA Paper 13122, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:13122
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    File URL: https://mpra.ub.uni-muenchen.de/13122/3/MPRA_paper_13122.pdf
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    Blog mentions

    As found by EconAcademics.org, the blog aggregator for Economics research:
    1. How people pick a good wine
      by Economic Logician in Economic Logic on 2009-11-26 21:01:00

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    Cited by:

    1. Pires Gonçalves, Ricardo, 2008. "Consumer Behavior: Product Characteristics and Quality Perception," MPRA Paper 11142, University Library of Munich, Germany.
    2. Andreas C. Drichoutis & Stathis Klonaris & Georgia Papoutsi, 2016. "Do good things come in small packages? Willingness to pay for pomegranate wine and bottle size effects," Working Papers 2016-2, Agricultural University of Athens, Department Of Agricultural Economics.
    3. Marc Dressler & Ivan Paunovic, 2021. "The Value of Consistency: Portfolio Labeling Strategies and Impact on Winery Brand Equity," Sustainability, MDPI, vol. 13(3), pages 1-18, January.
    4. Tempesta, Tiziano & Vecchiato, Daniel & Djumboung, Danièle Aurelie & Chinazzi, Gianluca, 2013. "An analysis of the potential effects of the modification of the Prosecco Protected Designation of Origin: a choice experiment," Politica Agricola Internazionale - International Agricultural Policy, Edizioni L'Informatore Agrario, vol. 2013(2), April.

    More about this item

    Keywords

    Wine; Label; Colour; Shape;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior

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