Department - Author 1
Graphic Communication Department
Degree Name - Author 1
BS in Graphic Communication
Date
6-2012
Primary Advisor
Gordon Rivera
Abstract/Summary
The purpose of this study is to find the connection, if any, between the design and typography of wine labels with the flavor attributes of the wine itself. If there is a lacking connection, wineries can use this information to better market their wines so that consumers know more about the wines they are purchasing and can make a more informed decision. This allows these wineries to better market themselves and differentiate from their competitors.
The research focuses mainly on smaller, local wineries because these are the businesses that need more assistance or direction in creating and marketing their brand. Results from a sample size of seventy-one individuals that were surveyed show that it is very difficult for the average consumer to agree on a few specific descriptive words about a wine based solely on its label. This means that the packaging is not doing its job in marketing the product. The researcher also interviewed a number of local winery owners who attested to this fact that it is very difficult to maintain a brand image consistently while still giving each wine the unique design it deserves.
A solution to this disconnect would be to begin to look at the wine packaging industry in an entirely new light. If local wineries started to rebrand themselves by focusing on the taste of the wines they produce, they would not only differentiate themselves and thus garner consumer interest, but they would also help consumers in making their purchasing decisions
URL: https://digitalcommons.calpoly.edu/grcsp/74