INFLUENCIA DE LAS VARIABLES DE DISEÑO DE LOS ENVASES (BOTELLA Y ETIQUETA) EN LA PERCEPCIÓN DEL CONSUMIDOR DE CERVEZA

Abstract

The design of packaging is a decisive factor in the perception that users have of the product before consumption. In these cases should know precisely what is the most suitable design for the image and values that brands want to convey. The research presented here aims to analyze the influence of bottle shape and the color of label on the perception of potential beer consumers. For this reason a questionnaire was designed that analyzes sensory aspects and price level. 163 people were interviewed, to which there were presented 8 different beer proposals, whose designs have been the result of combinations of 2 different types of bottles and 4 colors of labels that were rendered through 3D modeling. Keywords: beer; perception; botle; label