INFLUENCE OF BEER LABEL DESIGN ON MAKING DECISION ABOUT CHOOSING AND BUYING PRODUCT

Abstract

In the brewing industry there is a great competition among beer producers and the constant struggle for dominance on the market. The beer label for glass packaging is an important means of communicating with the customer and it represents a key part of the whole packaging which sells the product. This paper researches the impact of primary packaging and beer label on customer perception and purchase of products. The aim of this study was to examine customers’ perception of different elements of beer label design. Survey was conducted on a hundred adult males and females aged 18 to 65 years. The sample for conducting the survey consisted of six 0.5 bottles of different types of beer placed on the shelf. Based on the results of the research, conclusions were drawn about the influence and preference of the brand, about the elements that are crucial for the decision to purchase and the efficiency of individual graphic elements of the label.