威士忌藝術酒標初探

A Preliminary Exploration of Artistic Whiskey Labels

本研究以威士忌酒標為研究對象，聚焦於「藝術酒標」之設計風格與市場反應，探討其在消費者認知與購買行為中的影響。研究採問卷調查法，針對具酒類消費經驗者進行資料蒐集與分析，內容涵蓋酒標設計認知、藝術印象與溢價接受度等面向。研究結果顯示，多數消費者對酒標設計具高度關注，並重視文字資訊、插圖與色彩等視覺元素。其中，藝術酒標被認為獨特、具質感與收藏價值，並呈現明顯的市場接受度與溢價潛力。此外，不同性別、年齡與飲用頻率的消費者在偏好與接受度上亦展現顯著差異。本研究結果可作為威士忌品牌進行視覺設計與市場分眾策略之參考，並補足視覺傳達與消費行為領域之應用研究基礎。

This study examines whisky label design, with a particular focus on the visual style and market response to“artistic labels.”It investigates how these labels influence consumer perception and purchasing behavior. A questionnaire survey was conducted among individuals with prior experience in alcoholic beverage consumption, covering aspects such as label awareness, artistic impressions, and willingness to pay a premium. The findings reveal that most consumers pay close attention to label design, especially valuing textual information, illustrations, and color schemes. Artistic labels are perceived as unique, aesthetically refined, and collectible, indicating strong market acceptance and premium potential. Furthermore, preferences and levels of acceptance vary by gender, age, and consumption frequency. These results may inform whisky brand strategies in visual design and market segmentation, while also contributing to applied research in visual communication and consumer behavior