How wine labels influence consumer choices

In the world of wine, the label on the bottle plays a far more significant role than merely providing product information. A recent neuromarketing study released by UPM Raflatac, in collaboration with several partners, has shed light on the profound impact of label materials and finishes on consumer perceptions and purchasing behaviors, particularly in the white wine segment. This extensive research, summarized in a newly published book with a foreword by sustainable packaging expert Uwe Melichari, provides invaluable insights into the multi-sensory experience of wine purchasing and consumption.

The study's findings are especially relevant considering a previous study conducted by wine.net, which revealed that 82% of consumers rely primarily on the label to choose their favorite wine. This statistic underscores the label's crucial role in influencing consumer decisions. The recent research by UPM Raflatac and its partners further elaborates on this concept by demonstrating how the label's design, material, and tactile qualities can significantly sway consumer choices and enhance the wine-drinking experience.

Employing a rigorous scientific method, the study analyzed how consumers interact with various label designs. It focused on examining the visual and emotional responses of participants when exposed to different label materials and finishes. The study involved an assessment of 32 labels, all uniform in shape and size but varying in paper characteristics and finishing details. These labels were attached to identical bottles, mirroring a realistic retail environment. The participants, a group of 30 German white wine drinkers, were observed through their entire journey from selecting a wine off the shelf to tasting the product.

The results were revealing in several aspects:

• Color: The study found that consumers were more inclined to purchase wines with labels featuring gilded, glittering finishes and light, opaque paper. This preference highlights the allure of certain visual elements in capturing consumer attention.
• Tactile Dimension: The tactile feel of the label was another key factor influencing consumer choices. Labels with embossed paper and a noticeable degree of relief were preferred, emphasizing the importance of the touch experience in wine selection.
• Contrast: Consumers showed a preference for contrasting features in label designs, such as textured paper with a matte surface combined with a glossy embossed finish. This preference underscores the role of visual contrast in attracting consumer attention.
• Paper-Finishing Combination: The study also highlighted that the effectiveness of individual label details depends on the synergy between different design elements.

Stefano Pistoni, Senior Business Development Manager at UPM Raflatac, remarked on the significance of these findings. He noted that labels are an integral part of a wine's multi-sensory storytelling, influencing not just the purchasing decision but also the anticipation and experience of consumption. These insights are critical for design agencies and brands in the wine industry, as they offer a new perspective on how to strategically design wine labels to enhance consumer engagement and satisfaction.

This neuromarketing study opens new avenues for understanding consumer behavior in the wine market. It highlights the substantial role of label design in creating a complete sensory experience, from the moment a consumer picks up a bottle to when they taste the wine. For the wine industry, these insights provide a valuable guide for optimizing label design to better connect with consumers and influence their purchasing decisions.