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The results: five quick takeaways

The most surprising outcome of the study? Participants’ perceptions were generally more positive towards elements of the original design. The original label aroused more positive emotions. It read as more ‘premium’ and ‘authentic’, and was slightly better at capturing consumer’s attention.

The study also yielded these insights:

  1. Handwritten typefaces on wine labels might be more powerful in arousing positive feelings in consumers. That aligns with neuroscience-based marketing research, which has consistently shown that rounded typefaces elicit a more positive emotional response than angular patterns.
  2. That said, handwritten fonts may be harder for the brain to process, and this less fluent processing might have negative impacts on consumers’ attitude towards the product
  3. The most premium label material used triggered more feelings of authenticity, price value, and product quality, compared to standard label materials.
  4. What materials best say ‘premium’? Uncoated, tactile ones which also activate a stronger sense of authenticity and price value than coated, flat materials.
  5. Green is good. All three sample groups reacted more positively to it and associated it with being environmentally-friendly.

The upshot: An evolution instead of a redesign

Based on what they learned from the study, Santa Rita Estates’ designers decided to evolve the brand with a minor refresh instead of a complete overhaul, since many elements of their existing design label better triggered the desired consumer response. Designers did change the label’s facestock after noting they could better achieve their desired perception with an uncoated, tactile material rather than the glossy, non-tactile material they’d been using. And while the design team was a little surprised by the outcome, they were able to move forward with the confidence that their label design would be based on scientifically gleaned insight from actual wine drinkers.

This article draws on research conducted by Avery Dennison, Santa Rita Estates and Mind Insights neuromarketing organisation. The full report is available for download on my-muse.com, a digital platform intended to inspire innovative solutions for designers and converters.