Enhancing the design of wine labels.

Area of Science:

• Crossmodal correspondences research influences marketing and consumer behavior.
• This study extends crossmodal principles to complex sensory products like wine.
• The goal is to align consumer multisensory expectations with actual experiences.

Background:

• Consumers need information (origin, varietal, etc.) for wine selection, especially without tasting experience.
• Semiotic investigations highlight the importance of signs, logos, colors, and linguistic cues.
• Multisensory studies advocate for metaphors, analogies, and symbols to enhance communication.

Purpose of the Study:

• To explore using crossmodal communication to improve wine product information.
• To enhance the congruence between consumer expectations and sensory experiences in wine.
• To identify effective sensory properties for wine labels through consumer attitudes.

Main Methods:

• A questionnaire was distributed to 329 engaged wine consumers.
• The survey included questions on demographics, purchasing, and consumption behaviors.
• Participants evaluated multisensory symbols and alternative wine information.

Main Results:

• Significant correlations were found between demographics, consumption behavior, and attitudes toward tested symbols and information.
• This helps understand which sensory properties are most important for wine labels.
• Attitudes towards specific symbols and information varied among consumers.

Conclusions:

• Visual crossmodal communication is effective for conveying wine's multisensory experiences and taste evolution.
• It serves as a vital tool for communicating complex products like wine.
• This approach bridges the gap between visual elements and sensory perception in wine marketing.