The influence of wine label visual codes on perceived quality

Abstract

Wine is an experience good whose quality can’t be directly assessed prior to consumption. Consumers therefore rely on extrinsic cues to form quality judgments. In mass retail environments characterized by a dense and visually standardized offer, wine labels play a central role in shaping sensory expectations and perceived quality. Rather than reflecting objective quality, perceived quality emerges as a cognitive construction based on the interpretation of accessible visual signals. This study investigates the influence of categorical visual codes on wine quality perception and explores the existence of consumer segments receptive to visual innovation, even within traditionally conservative appellations. Focusing on the Burgundy appellation Nuits-Saint-Georges, the research follows a multi-stage methodological approach. First, a brand awareness study identifies Nuits-Saint-Georges as the most recognized Burgundy appellation. Second, a semiotic analysis of the corpus of 120 labels reveals the dominant visual codes structuring this category. Third, a choice-based conjoint (CBC) analysis conducted with 206 consumers assesses the relative impact of these visual attributes on perceived quality in a moderate-risk consumption context. Results indicate that visual attributes do not contribute equally to perceived quality. Illustration and label color emerge as the most influential determinants, followed by label shape, whereas typography and typographic color play a secondary role. Consumer segmentation further reveals a distinct segment—approximately one quarter of the sample—that is receptive to visual innovation. This finding is particularly noteworthy given the traditionally conservative image of the appellation. Overall, the study highlights the strategic importance of aligning label design with wine positioning, perceived consumption risk, and target audience diversity. Beyond the case of Nuits-Saint-Georges, the findings contribute to a broader understanding of visual perception mechanisms in wine markets and offer insights applicable to other contexts facing challenges of visual standardization and differentiation, while acknowledging the role of consumer culture in shaping categorical visual codes.

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