How changing the colour of packaging can boost likelihood to buy
This year I persuaded my friends to play our annual soccer game wearing all black. Part of the decision was to hide our expanding waistlines, part of it because published research suggests that teams wearing black tend to be more focused and little bit more aggressive.
Did it make a difference? Well, it’s hard to judge. A proper scientific study would require repeating the game with different colours to try to isolate the colour effect which is practically impossible to do for us (especially as we become older and the injury excuses increase).
Thankfully for us, testing the impact of label colour preference in wine is more achievable using our Vinitrac® survey platform we use to gather the views of wine consumers around the world. To test the effect of label colour we just need to select a fictitious bottle and create alternative versions of it. Exactly the same wine, 7 different colours in our test.
We ran a Vinitrac® survey of 900 consumers across eight American states (who were all habitual spenders of over $10 on a bottle of wine) and we asked them to rate each bottle in terms of:
1. Attractiveness: how attractive they found each label
2. Price expectations: How much would they be prepared to pay for the wine?
3. Likelihood to buy: How likely would they be to buy the wine?