UPM Raflatac, a global supplier of sustainable self-adhesive paper and film products, has released the findings of a new neuromarketing study. Results show the power of different label materials and finishes to shape consumer perceptions and drive purchasing.
The study, which focused on white wine labels, was carried out in collaboration with partners in the packaging value chain, including ARGEA, SenseCatch, Kurz, and Krämer Druck.
The findings show that label material and finishes all have a significant part to play in consumer purchasing behaviour and post-purchase enjoyment. UPM Raflatac has summarised the findings in a book, which also features a foreword by Uwe Melichari, a sustainable packaging expert, designer, and Pentawards jury member. The book is available in three languages and as a digital version.
The new neuromarketing insights for wine label design study was carried out using a scientific research method that was designed to analyse consumers’ visual impressions and emotional perceptions while observing the white wine labels, exploring the role of fine embellishments and the touch of the label material on consumers’ experience, expectations, and finally on tasting.
The study included the assessment of 32 labels of the same shape and size, that were produced by combining six types of paper supplied by UPM Raflatac with five KURZ finishings. The graphics and textual content of each label were the same but differed in terms of paper characteristics (tint, degree of opacity, thickness, degree of roughness, and tactile effect) and enhancements (colour, thickness, relief – embossing/debossing – and gloss).
The labels were industrially printed by Krämer Druck, to generate a label identical to that which could be found on the shelf, and then affixed to bottles of the same shape and colour. The entire customer journey was then reconstructed – from looking at the shelf and selecting the wine, to tasting the product.
The results of the study found that the appearance of the label and its tactile sensation influence its attention-grabbing ability on the shelf and the product-tasting experience, both in terms of perceived quality and taste.
When it comes to purchasing behaviour, the effectiveness of the wine label was shown to be strongly driven by its colour, tactility, contrast, and paper-finishing combination, with the findings showing the following:
Colour – consumers are more inclined to purchase bottles with labels that have gilded and glittering finishes and have light and opaque paper.
Tactile dimension – purchasers prefer embossed paper with a good degree of relief, and smooth embossed finishes with tactile effects are appealing.
Contrast – consumers are drawn to contrast and prefer features such as textured paper with a matte surface and glossy embossed finish.
The paper-finishing combination – the effectiveness of individual details is dependent on the combination of elements.
Stefano Pistoni, senior business development manager at UPM Raflatac said, “This comprehensive neuromarketing study clearly illustrates that the label is part of a multi-sensory storytelling, both narrating and anticipating a person’s experience with the wine. It doesn’t just play a key part in guiding a consumer to purchase the wine, but it also has an important post-purchase role, influencing consumption anticipation and the experience of tasting. These findings are important, as they will help reshape the decision-making process across the wine value chain for design agencies and brands.”
The full findings from the research are available to download here.
