Label Design As A Communication Tool In The Wine Industry.
DOI:
https://doi.org/10.35588/pe8wdr83Keywords:
graphic arts, wine, price, consumer, brand imageAbstract
This study analyses graphic aspects of red wine labels to determine whether they are related to quality and price. Eight designers were interviewed to identify the image guidelines they associate with low, medium and high-quality wines. The designers' opinions are then contrasted with those of wine consumers regarding the perception of wine quality and price based on the graphic design of the label. A questionnaire based on the guidelines obtained from the interviews with the designers was designed and answered by 202 consumers. Five questions related to the perception of wine quality and price from the wine label were analysed. The results reveal that there is a 40% coincidence between the image guidelines established by the designers and the perception of the consumers. In conclusion, the graphic design of red wine front labels plays a significant role in the perception of product quality and price for both designers and consumers.
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Copyright (c) 2025 Dra. Marcela Beatriz Cabello Mora, Dra María de los Ángeles Ferrer Maravez, Dr. Juan Carlos Briede Westermeyer, Dr. Bernabé Hernandis Ortuño, Mg. Ruth Segovia Blanco
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