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Abstract
Research on the influence of packaging on consumer perception of beer and other alcoholic beverages suggest an important role in capturing consumers’ attention and generating expectations on perceived product quality, and in particular that color, bottle shape, and label design are key aspects. There is, however, a paucity of research looking at interactions between different aspects of packaging design. This is a topical issue given an increasingly saturated market where especially craft breweries strive for differentiation and brand recognition. Situated within this context, the present research used a conjoint analytic approach to investigate the effect of packaging design on consumer perceived quality and liking for beers. Beer images were designed to systematically vary in four design factors—label color, label shape, label complexity, and bottle shape—and evaluated in an online survey with a representative sample of Danish beer drinkers. Two of the design factors—label color and bottle type—significantly affected consumers’ product evaluations, whereas the other two factors did not. Post-hoc analyses of the main effects indicated that the combination of a “Bomber” bottle shape and a warm color scheme in the label as the optimal combination of design factors to maximize consumer preferences. Preference for the Bomber bottle was linked to a perceived premiumness associated with a preference for curvatures (as opposed to angularity), whereas the preference for warm colors was tentatively explained as due to crossmodal correspondences generating favorable sensory expectations for this color scheme.
Highlights
Beer is the most consumed alcoholic beverage worldwide [1]
The main effect of bottle shape was due to the "Bomber" shape being perceived as significantly of higher quality, and expected to be more expensive, than the Bottleneck type
“Bomber” bottle shape and a warm color scheme in the label would the optimal combination of design factors that would maximize consumer utility, whereas label shape and complexity did not affect consumer preferences significantly
Summary
Beer is the most consumed alcoholic beverage worldwide [1]. In Denmark, as in most European countries, the beer market has profoundly changed in the last 10–15 years [2,3]. According to the Danish Brewer’s Association, the number of breweries in the country has grown from 19 in to 120 in the last decade, while the market share of craft and micro brewed beers has grown from 0.5% to 4.5% in the same period [4]. These craft breweries or microbreweries have strongly differentiated themselves from large breweries by having a strong product focus where flavor intensity, experimentation, and local identity are key characteristics [5,6,7,8,9,10]. Consumers and experts probably do not attend to the same aspects in a beer [13,14,15,16], and would likely be more driven by emotional associations with the packaging than by a deep processing of all its elements
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