Updated October 02, 2024, 10:42
Фото: New Africa / Shutterstock / FOTODOM
It is noted that the participants in the experiment showed the greatest desire to buy wines with a feminine label – for example, with an image of a woman holding flowers.
American researchers said that women are more likely to pay attention to wine labels designed in a feminine style. This is stated in a study from the University of Washington, the results of which were published в Рhys.org.
It is noted that the participants in the experiment showed the greatest desire to buy wines with a feminine label – for example, with an image of a woman holding flowers. At the same time, they liked wines with masculine-style labels, such as a picture of a bulldog wearing a spiked collar, least of all.
At the same time, the researchers note, despite the presence and level of knowledge of the participants about wines, it was the images on the label that influenced the decision to buy a bottle. “Whether they were knowledgeable about wine or not, when they saw these female images, they had a stronger desire to buy wine. The impact of gender was so strong that it outpaced the effect of existing knowledge,” said study co-author and professor at the University of Washington Carson College of Business Christina Chi.
The study was authored by Christina Chi, a professor at the Carson College of Business at the University of Washington, Demi Deng, an employee of Auburn University of Alabama in the United States, and Robert Harrington from the University of Washington.
The study took place in the format of two online experiments, in which 324 women took part. They were shown wines with fictitious gender-specific labels.
The third experiment was conducted with an additional 138 women and included a tasting.
According to the publication, women, when tasting red wines with female images on the labels, noted more fruity flavors of the drink, emphasizing that they felt the taste of apples and blueberries, while at the same time, when tasting the same wine with male images, they recorded mineral aromas.
However, participants who tasted the female-labeled wine reported liking it less than women who tasted the male-labeled wines. According to the study authors, this may be the result of a discrepancy between the expected taste, which was influenced by the female label, and the actual taste of the wine, which was of average strength, tannin and alcohol content.
“Winemakers should involve more women in the process when developing labels, and it is strongly recommended that labels be pilot-tested with consumers for gender sensitivity,” concluded Christina Chi.
As RBC Wine reported, according to designer, visual communications specialist (ProDesign studio) Sergei Pronin, premiumization of a wine bottle can be achieved using label design – for example, through the use of paper, embossing, the use of heraldry, engravings, graphics, the designer’s own technique or an artist.
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