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葡萄酒标签图像的影响:眼球追踪证据和监管影响

Olivier Droulers¹, Arnaud Bigoin Gagnan², Sophie Lacoste-Badie³

¹Univ. Rennes, NeuroLab CREM (UMR CNRS 6211), Rennes, France.

Drug and alcohol review

|January 14, 2026

概括

带有动物图像的葡萄酒标签更有效地吸引消费者的注意力,并且比带有无生命物体的葡萄酒标签更容易被记住. 这凸显了视觉设计在酒精营销中的说服力.

科学领域:

消费者心理学消费者心理学
营销的神经科学营销的神经科学
酒精包装设计酒精包装设计

背景情况:

酒精包装设计显著影响消费者行为,目前的法规往往忽视标签的视觉效果.
葡萄酒生产商越来越多地使用与产品无关的图像,例如动物,以吸引消费者的注意力.
现有的指南主要关注健康警告,允许在标签设计方面有相当大的自由.

研究的目的:

研究葡萄酒标签上的动物图像对消费者的注意力和记忆的影响.
为了比较葡萄酒包装中动物与无生命物体图像的有效性.
了解视觉设计元素如何在购买决策中利用注意力偏差.

主要方法:

一个主题内的实验设计,涉及93名参与者.
眼睛追踪技术用于在实验室环境中测量注意力.
通过声明性方法评估标签识别,在接触到带有动物或无生命物体标签的葡萄酒瓶后.

主要成果:

带有动物的葡萄酒标签更快地吸引了人们的注意力,并保持了更长的时间.
与无生命物体相比,带有动物图像的标签表现出更好的识别能力.
眼睛跟踪数据证实了这两种标签类型之间的注意力模式存在显著差异.

结论:

葡萄酒标签上的动物图像提高了消费者的注意力和记忆力,这表明这是一个强大的营销工具.
政策制定者应该考虑在健康警告之外对酒精包装的视觉内容进行监管.
对标签设计的更严格的指导方针可能是必要的,以减轻酒精营销策略的说服力影响.

关键词:

酒精营销营销酒精的营销.关注注意力注意力注意力注意力记忆记忆是一种记忆.视觉设计视觉设计视觉设计葡萄酒标签葡萄酒标签

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