Department - Author 1

Graphic Communication Department

Degree Name - Author 1

BS in Graphic Communication



Primary Advisor

Colleen Twomey


This paper focuses on the importance of the Millennial Generation and their perceptions of wine label design. As one of the most dominant consumer market segments in the United States in terms of their buying power, the Millennial Generation can have a significant impact on the success of the wine industry as a whole. A survey and two taste-tests were conducted in order to determine which design attributes millennials find most desirable in wine label design. It was found that millennials prefer wine labels that are brightly colored, less traditional, and more graphically focused. Further, millennials prefer wines that feature creative brand names and decorative or sans-serif typefaces. As the Millennial Generation continues to penetrate the wine market, wine producers will need to evolve their wine labels to meet these design trends in order to remain competitive in the industry and capture the interest of the millennial market segment.