UPM Raflatac, a global supplier of innovative and sustainable self-adhesive paper and film products, has released the findings of a new neuromarketing study. Results show the power of different label materials and finishes to shape consumer perceptions and drive purchasing. Focused on white wine labels, the research carried out in collaboration with partners in the packaging value chain, ARGEA, SenseCatch, Kurz, and Krämer Druck, shows that label material and finishes all have a significant part to play in consumer purchasing behavior and post-purchase enjoyment. The research has been summarized in a book, which also features a foreword by Uwe Melichari, a sustainable packaging expert, designer, and Pentawards jury member. The book is available in three languages and as a digital version.

A wine's label plays a pivotal role in the consumer's decision to buy it or not. In fact, according to a study on the wine sector conducted by wine.net, it was found that 82% of a sample of 2000 consumers relied primarily on the label to choose their favorite wine. Many other studies have also commented on the link between the perceived taste of wine and expectations, and how these are influenced by the label's color, shape, paper, printing technique, and overall design.

The new neuromarketing insights for wine label design study was undertaken using a scientific research method that examined the interplay of the human senses to form an overall picture of the wine buyers' purchasing journey. It was designed to analyze consumers' visual impressions and emotional perceptions while observing the white wine labels, exploring the role of fine embellishments and the touch of the label material on consumers' experience, expectations, and finally on tasting.

The study included the assessment of 32 labels of the same shape and size, that were produced by combining six types of paper supplied by UPM Raflatac with five KURZ finishings. The graphics and textual content of each label were the same but differed in terms of paper characteristics (tint, degree of opacity, thickness, degree of roughness, and tactile effect) and enhancements (color, thickness, relief - embossing/debossing - and gloss).

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