de Mello, Luiz and Pires Gonçalves, Ricardo (2008): Message on a Bottle: Colours and Shapes in Wine Labels.
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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.
|Item Type:||MPRA Paper|
|Original Title:||Message on a Bottle: Colours and Shapes in Wine Labels|
|Keywords:||Wine, Label, Colour, Shape|
|Subjects:||M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing
L - Industrial Organization > L6 - Industry Studies: Manufacturing > L66 - Food ; Beverages ; Cosmetics ; Tobacco ; Wine and Spirits
M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M39 - Other
C - Mathematical and Quantitative Methods > C9 - Design of Experiments > C91 - Laboratory, Individual Behavior
|Depositing User:||Ricardo de Borobia Pires Gonçalves|
|Date Deposited:||03. Feb 2009 08:45|
|Last Modified:||13. Feb 2013 09:20|
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Message on a Bottle: Colours and Shapes in Wine Labels. (deposited 16. Oct 2008 14:53)
- Message on a Bottle: Colours and Shapes in Wine Labels. (deposited 03. Feb 2009 08:45) [Currently Displayed]