Date

3-2010

Degree Name

BS in Agricultural Business

Department

Agribusiness Department

Advisor(s)

Jim Ahern

Abstract

This study was undertaken to determine the relationship between price and various wine label design elements. These variables included golden mean, uniform font, proportion of yellow and orange, direction, realistic, abstract, winery/grape image, winery emblem, font type changes, font size changes, horizontal label, vertical label, Sonoma, and Napa. The researcher wanted to determine whether specific combinations of color and images on wine labels reflect greater aesthetic content and relate to their recommended price. Fifty wine labels were randomly selected from a given sample and several researchers evaluated each label looking specifically at the design elements listed above. A regression analysis was performed to determine if there was an overall relationship between price and all of the variables. The regression analysis also determined whether there was a relationship between price and each individual variable. An F-test and t-test were performed in order to evaluate these relationships. The results of the study showed there was a substantiated relationship between price and the art-design variables as a set, and there was a statistical relationship between price and specific label design elements. This relationship was evident between price and direction, price and winery emblem, and price and Napa. The findings of this study are useful for consumers to determine what types of wine label aesthetics reflect a higher price.

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Business Commons

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