The paper “ The Impact of Perception Theory on Consumer Buying Behavior, Preference of Consumers over Shapes and Colours of the Designs in Wine Labels" is an intriguing example of a research paper on marketing. Consumers tend to react to shapes and colours that are present in labels of wine. The front label seems to be the immediate communication factor between consumers and winemakers, therefore considerable branding and marketing are placed on the process of designing labels that are visually attractive (Aslam 2006). Research has been conducted on the impacts of colour on how consumers perceive products.
Signals associated with colour send reactions that are effective to the brain. The preferences that are learnt concerning colour accumulate over time influence the choice of wine. Objects can be associated with colour on different dimensions. This is due to the fact that there is an association between objects and colour. On the scale of activity, the perception of colour normally flows within the hue dimension. Colours can also be ordered on the scale of potency, the more the colour saturation, the more the object is perceived as being potent.
It, therefore, appears that evaluation of the effect of colour interacts with the objects nature. Due to the underlying interpretations, colour can be perceived as an essential tool for marketing. Labels are also asserted to the shape of the product. The wine bottle size and the capability to offer information to consumers and induce and invoke functions which are more abstract to the consumption of wine. The shape of a wine bottle can influence the perception of consumers on the quality of the product. A well-shaped wine bottle can be associated with good quality.
In reference to the Gestalt theory of perception the application of the figure on the ground principle where the shape on the ground is associated with the characteristics of the product (Bellizzi & Hasty 1983). Aims of the ExperimentThe aim of the experiment is to establish the effects of the colours and shapes found on wine labels. In rare case do wine consumers rely on the labels present on the bottle in order to deduce the quality of the wine content? However, studies have indicated that the aspects of colour – shape can to some extents influence the determination of the consumer about the quality of the wine, which influences buying.
The experiment indicated below can be used to analyse consumer perception about the choice of wine when considering the aspect of colour and shape.