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EMAC 2022 Annual

Label design for non-alcoholic wines in Germany – an eye tracking case study

Published: May 24, 2022


Yvonne Zajontz, Baden-Wuerttemberg Cooperative State University; Naïla Wagner, Baden-Wuerttemberg Cooperative State University


Wine bottles and labels compete for consumers`visual attention during the purchase decision process. This paper aims to unterstand the influence of four different wine label designs (artisan vibrant, traditional classic, simple elegant, modern contemporary) for non-alcohlic products on perception of wine. Non-alcoholic beverage innovations are increasingly determining the market. Consumers want to live a healthy life more than ever before. An eye tracking study with 80 participants from two target groups (young explorers and situational explorers) was conducted to measure the influcence of different design factors (e.g. symbols, wordmark, non-alcoholic hint) on wine perpection and purchase intention. The label design simple elegant performed best. By using eye tracking methods, this paper brings insights into the wine industry and the creation process of wine labels.