[LECTURE CANCELLED] Research Project Presentation: Wine labels design and brand positioning strategies: which graphic designs best speak to the Chinese wine consumers?

The lecture presents the results of an academic research and consultancy on wine label designs for the Mainland Chinese market. The presentation is open to staff and students of SD, Faculty of Business and School of Hotel and Tourism Management as they may find the project relevant.

A semiotic analysis of wine labels graphic design is used to identify the key brand positioning strategies adopted by imported wines in China, followed by an experiment among 1,394 Chinese wine consumers to test the perception of 8 labels presenting the same informational content but with different designs representing the positioning strategies previously described.

The result is to uncover the perception of package and graphic design across countries and to discuss the possible gap between designers’ communication intent and consumers’ interpretation when they do not share the same cultural background.

Franck Celhay is the primary researcher of this research project and has been a visiting fellow in PolyU School of Design in the past six months with the support rendered from FNEGE (Fondation Nationale pour la Gestion des Entreprises) and Montpellier Business School. This research project is also supported by three Bordeaux wine companies who financed the data collection and the creation of the labels used in the experiment, and the Bordeaux wine professional syndicate (CIVB: Conseil Interprofessionnel des Vins de Bordeaux) who granted an access to previous market research of the Chinese wine market.

For further information about the event, please visit PolyU Design website.