VISUAL SALIENCE OF WINE LABELS: EVIDENCE FROM ATTENTION METRICS

Abstract:
Visual salience of wine packaging strongly influences purchase decisions, yet systematic evidence from Central Europe remains limited. Bottom-up theories predict that contrast, colour, and shape automatically capture fixations, while top-down goals steer gaze toward textual brand cues. This study examines how a single wine label presented on three identical bottles directs consumer attention. Thirty-eight participants viewed the stimulus for eight seconds under controlled laboratory conditions. Eye movements recorded in iMotions were analysed via heat maps, areas of interest, and scan paths to determine which bottle received the first fixation and how gaze evolved over time. Results show that the label as a whole captured the majority of visual attention, confirming its central informational and aesthetic function. Within the label, the grape illustration and the word “WINE” acted as visual anchors with the highest salience, rapidly attracting and sustaining gaze. These findings refine neuromarketing evidence on packaging attention and offer actionable guidance for designers: organise colour contrast, element size, and placement to prioritise salient anchors, and consider central positioning effects when arranging competing bottles on shelves. The study thus links attention metrics with concrete recommendations for more effective wine label design.