The Wine Label of the Future : How Can Visual Communication Aid the Wine Industry in Targeting the Next Generation of Wine Consumers?
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2023
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AUTHOR-SUPPLIED ABSTRACT: Abstract: This thesis explores the declining interest in wine among Gen Z and Millennials and examines how packaging design can make a difference in targeting these generations. Specifically, it analyses consumer behavior and tendencies of Gen Z. This helps to determine how visual language in packaging design can improve product perception for this consumer segment. It aims to cast light on the relationship between graphic design and wine marketing to examine how creative packaging motivates consumers to make purchase decisions. This helps to determine how visual language in packaging design can improve product perception and make wine more approachable. The findings in my thesis indicate that Gen Z is digitally savvy, socially conscious, and has a particular way of learning new information, which was crucial in order to determine the marketing strategy for future wine marketing. The study includes a BA project, in which augmented reality and motion graphics within label design and wine branding are explored