Maartje Drijvers Rijksuniversiteit Groningen 26 – 06 - 2018 S3190803 MSc Marketing Management Thesis Defense
Colorful Wine
The Relationship Between Wine Label Colors and the Liking of the Taste of the Wine
Does the color of a wine label influence the liking of the taste of the wine and the gustatory perception?
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Figure 1. Traditional vs. Modern Wine
Label
• Aesthetic design
• Taste experience and visual cues • Gustatory perception
• Color—emotion evaluation
• Affect-as-information hypothesis
Label color (neutral vs. yellow vs. blue)
Liking of the taste of the wine Label attractiveness Emotional state (happy vs. calm) Gustatory perception (sour vs. bitter vs. sweet vs. salty) H3a H3b H4 H5 H1 H2
Figure 2. Conceptual Model
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• 60 participants
• 3 color conditions
• Between-subject design
Figure 3. Wine Label Designs
A yellow wine label does not make the gustatory perception of the wine more sour.
• Sweeter
Figure 4. Effects of Wine Label Colors on the Gustatory Perception
7 4.45 4.40 4.30 3.80 4.00 4.20 4.40 4.60
Neutral Yellow Blue
Sour 3.55 3.40 3.40 3.20 3.40 3.60 3.80 4.00
Neutral Yellow Blue
Bitter 3.40 3.90 3.50 3.20 3.40 3.60 3.80 4.00
Neutral Yellow Blue
Sweet 2.90 2.75 2.65 2.40 2.60 2.80 3.00 3.20
Neutral Yellow Blue
Salty
A yellow wine label does not evoke a happier emotional state than the blue and neutral wine labels.
A blue wine evokes a calmer emotional state than the yellow wine label.
4.57 4.61 4.60 4.20 4.40 4.60 4.80 5.00
Neutral Yellow Blue
Happy Emotional State
A djus t ed m ean 4.64 4.38 4.76 4.20 4.40 4.60 4.80 5.00
Neutral Yellow Blue
Calm Emotional State
A djus t ed m ean
Figure 5. Effects of Wine Label Colors on Emotional State
Low involved wine consumers whom find the label more attractive like the taste of the wine better.
• Effect of visual appearance
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Figure 6. Wine Labels
