Wine Chromatics: The Colorful Language of Wine's Characteristics

The landscape of product and service development has significantly changed recently with the aim of providing customers experiences that are more immersive and engaging. Growing understanding of the significance of sensory marketing and embodied cognition has further heightened this crucial transition. Due of its distinctive multisensory potential, the wine field presents an appealing opportunity to leverage this trend. In order to better understand the role of color in marketing, this research is focused on the relationship between colors and perceived wine’s features. By conducting a series of experiments that encompassed both implicit and explicit approaches, our results confirmed that color is a powerful communication tool that significantly shapes our expectations and attention towards wine’s features. The explicit approach used is that used by traditional marketing, i.e., the use of surveys with explicit questions asked to participants; as in this case, we explicitly asked the participants to specify their preferences regarding potential color preferences; however, as for the investigation of implicit behavior, a typical paradigm used by psychology was used, i.e., the Dot-Prob paradigm, which is often used to investigate attentional biases and consequently implicit responses. Therefore, acquiring a nuanced understanding of the role of color in the marketing and branding of wine can greatly improve consumer experience and offer valuable insights that can serve as industry best practices. In conclusion, as product development increasingly focuses on creating sensory and interactive experiences for consumers, the focus on understanding the role of color in marketing has intensified. Wine, with its unique potential to stimulate various senses, holds special promise in this regard.