New research looks into the psychological impact of wine label colour on consumers, examining how black and white versus colour labels affect the perceived value and appeal of red and white wines. It highlights that black and white labels significantly elevate the perceived quality and exclusivity of red wines, thereby increasing consumer interest and willingness to purchase.
This effect is attributed to the labels’ ability to convey sophistication and trigger deeper cognitive engagement with the product. Conversely, the study observes that this effect is less pronounced for white wines, suggesting that the influence of label colour is contingent upon the type of wine. The findings underscore the importance of visual cues in consumer decision-making processes and offer valuable insights for wine producers aiming to optimise product presentation and market appeal.