Study: How do the paper and finishing of the label influence the perception of a wine?
- Category Materials, Finishing options
Why do consumers reach for certain bottles of wine on the shelf? Of course - it's largely down to the labelling. The new neuromarketing study by our partner UPM Raflatac reveals the profound impact of label design and finishing on purchasing decisions and taste perceptions of white wine.
The research, in collaboration with Argea, SenseCatch, LEONHARD KURZ and Krämer Druck GmbH, shows that the material and surface of a label can really determine whether or not buying wine is a positive experience.
Thank you for allowing us to be part of this interesting study!
You can read the study online under the following Link. For the german version switch the language of the website.
Together with our partner UPM Raflatac, we were able to present the results of the study at this year's ProWein as part of the masterclass ‘The Art of Labelling proven by Neuromarketing’.
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