Sensing the Difference: Brand Design Effects In Wine Experience

Consumer preferences are driven by various specific brand-related stimuli, including visual and sensory ones (Ding & Tseng, 2015). Design elements (i.e., name, color, logo shape, font and package design) identify and differentiate the brand (Batra et al. 1993; Grohmann 2009; Orth & Malkewitz 2008; Walsh et al., 2010, 2011). Colors carry intrinsic meanings that contributes to brand recognition (Abril et al,. 2009; Bottomley & Doyle 2006). Overall, package design can modify attitudes and expectation toward consumption (Galati et al., 2018; Bordeaux & Palmer, 2007). Therefore, visual and sensory stimuli impact both cognitive and emotional reactions, which influence consumers’ perceptions of products and brands (Krishna, 2012), leading to higher purchase intentions so long as they match consumers’ brand preferences (e.g., Chebat et al., 2001; Mattila & Wirtz, 2001). Sensory stimuli have been shown to create positive associations and perceptions in consumers, resulting in positive overall experiences, with these elicited emotions, thoughts and sensations contributing to a positive brand attachment (Brakus et al., 2009). Wine provides a valid and interesting context to understand the role of brand design elements in combination with the senses involved in wine experience (Jaeger et al., 2009). Several studies (e.g., Lockshin et al., 2006; MacDonald et al., 2013) have measured the relative importance of various attributes on product choice, without integrating any sensory characteristic into their research design. To fill this gap, we combined different stimuli to understand the the impact of visual and olfactory characteristics of wine on the consumer’s experience. While some functional attributes of wine (e.g., producer information, label and bottle) are linked to the brand in its basic warranty function, the sensory cues (e.g., color, bouquet) contribute to brand attachment through symbolic meanings related to self-concept and social identity. According to Galati et al. (2018) the color of the label can anticipate the experience of a wine’s taste and flavors, while the design of the label can have an effect on wine purchase (Sherman & Tuten, 2011; Bordeaux & Palmer, 2007). This paper explores the interaction between cognition and sensory perception, particularly taste, given that, in addition to a reliance on sensory cues from the food itself, taste is susceptible to non-sensory cues such as brand. Two studies are developed to understand the role of brand design and the effect of senses. The first study investigates the effect of two major elements of the label, namely design and color, on attitudes and intentions to buy. The second study investigates how senses affect consumer experience through brand attachment in self-consumption and gift occasions. Results show that visual elements of the packaging, namely design and color, may impact on the attitude toward the wine, the intention to buy the bottle and the willingness to pay. Moreover, we demonstrate that senses act through the brand even for products that need to be consumed in order to fully appreciate their qualities.