Author: Lilia Lurie, Dmitry Grigoriev, Anton Skrobotov, Andrey Zubarev and Alexander Semenov
Abstract: This research explores how the visual and informational elements of wine label design affect price and customer ratings. We utilize a comprehensive, selfcollected dataset of wine label images, from which we extract 13 color and compositional features, along with the typographic parameters of the fonts, to examine their influence on perceived value and consumer appeal. Through a series of pairwise models, we analyze correlations, mean absolute error (MAE) changes, and R^2 values for each feature, assessing their contribution to the pricing and rating metrics. Our findings reveal that color features such as brightness, colorfulness, and contrast exhibit moderate correlations with wine price and ratings, while compositional features such as compliance with diagonal dominance and "rule of thirds" show minimal impact. Control variables like year of production and the number of followers on social media platforms demonstrate significant correlations with both pricing and customer ratings, highlighting their role in shaping consumer perceptions. The study identifies key features that influence wine pricing and customer ratings, providing insights into how design elements affect consumer choices. We discuss the implications for wine producers and marketers, suggesting that understanding these relationships can enhance label design strategies to better align with consumer preferences and optimize pricing.
Abstract: This research explores how the visual and informational elements of wine label design affect price and customer ratings. We utilize a comprehensive, selfcollected dataset of wine label images, from which we extract 13 color and compositional features, along with the typographic parameters of the fonts, to examine their influence on perceived value and consumer appeal. Through a series of pairwise models, we analyze correlations, mean absolute error (MAE) changes, and R^2 values for each feature, assessing their contribution to the pricing and rating metrics. Our findings reveal that color features such as brightness, colorfulness, and contrast exhibit moderate correlations with wine price and ratings, while compositional features such as compliance with diagonal dominance and "rule of thirds" show minimal impact. Control variables like year of production and the number of followers on social media platforms demonstrate significant correlations with both pricing and customer ratings, highlighting their role in shaping consumer perceptions. The study identifies key features that influence wine pricing and customer ratings, providing insights into how design elements affect consumer choices. We discuss the implications for wine producers and marketers, suggesting that understanding these relationships can enhance label design strategies to better align with consumer preferences and optimize pricing.