UPM Raflatac has released the findings of a new study, which show the power of different label materials and finishes to shape consumer perceptions and drive purchasing.
Focused on white wine labels, the research was carried out in collaboration with partners in the packaging value chain, ARGEA, SenseCatch, Kurz, and Krämer Druck.
The research has been summarised in a book, which features a foreword by Uwe Melichari, a sustainable packaging expert, designer, and Pentawards jury member. The book is available in three languages and as a digital version.
A wine label is said to play a ‘pivotal’ role in consumer decisions to buy the product or not. According to a study on the wine sector conducted by wine.net, it was found that 82% of a sample of 2,000 consumers relied primarily on the label to choose their favourite wine. Other studies have commented on the link between the perceived taste of wine and expectations, and how these are influenced by the label’s colour, shape, paper, printing technique, and overall design.
The new neuromarketing insights for wine label design study was undertaken using a scientific research method that examined the interplay of the human senses to form an overall picture of the wine buyers’ purchasing journey. It was designed to analyse visual impressions and emotional perceptions while observing the labels, exploring the role of fine embellishments and the touch of the label material on consumers’ experience, expectations, and finally on tasting.
The study included the assessment of 32 labels of the same shape and size, that were produced by combining six types of paper supplied by UPM Raflatac with five KURZ finishings. The graphics and textual content of each label were the same but differed in terms of paper characteristics (tint, degree of opacity, thickness, degree of roughness, and tactile effect) and enhancements (colour, thickness, relief – embossing/debossing – and gloss).
The labels were printed by Krämer Druck to generate a label identical to that which could be found on the shelf, which were then affixed to bottles of the same shape and colour. The entire customer journey was then reconstructed – from looking at the shelf and selecting the wine, to tasting the product. The sampling was undertaken by 30 German consumers, who were white wine drinkers aged 25 to 56.
The results are said to demonstrate the appearance of the label and its tactile sensation influence its ‘attention-grabbing’ ability on the shelf and the product-tasting experience, both in terms of perceived quality and taste. When it comes to purchasing behaviour, the effectiveness of the was shown to be strongly driven by its colour, tactility, contrast, and paper-finishing combination, with the findings showing the following:
- Colour: consumers are more inclined to purchase bottles with labels that have gilded and glittering finishes and have light and opaque paper.
- Tactile dimension: purchasers prefer embossed paper with a good degree of relief, and smooth embossed finishes with tactile effects are appealing.
- Contrast: consumers are drawn to contrast and prefer features such as textured paper with a matte surface and glossy embossed finish.
- The paper-finishing combination: the effectiveness of individual details is dependent on the combination of elements.
Stefano Pistoni, senior business development manager at UPM Raflatac, said, “This comprehensive neuromarketing study clearly illustrates that the label is part of a multi-sensory storytelling, both narrating and anticipating a person’s experience with the wine. It doesn’t just play a key part in guiding a consumer to purchase the wine, but it also has an important post-purchase role, influencing consumption anticipation and the experience of tasting.
“These findings are important, as they will help reshape the decision-making process across the wine value chain for design agencies and brands.”
