Ninth International Conference on Tourism & Leisure Studies

Abstract

Wine education is growing worldwide due to industry demands. Most consumers/patrons first experience a wine visually. Although light and color are inseparably linked; very limited educational or research efforts currently exist regarding the influence of lighting on wine and resulting perceptions. Lighting has been found to influence consumers’ and patrons’ visual perceptions of various types of merchandise and products. Color influences perceptions of quality and taste. In the current study, academic researchers conducted a quasi-experiment to gauge the color appearance of beverages under different lighting conditions. 25 undergraduate students participated in an exploratory light and color study. Using a Simultaneous Color Viewer (SCV) apparatus, student participants observed one clear and one red beverage under four light sources each: incandescent, LED, “cool white” fluorescent and “natural daylight” fluorescent. Faculty researchers developed a new spreadsheet instrument for participants’ use. Based on their perceptions, participants selected the best matches from wine industry-recognized color name choices. Responses for participants’ color name selections of the observed beverages varied under the different light sources. “Ruby red” and “greenish yellow” were popular choices. The newly developed spreadsheet, coupled with the SCV instrument used to view the beverages, were found to be useful for participants’ education. Light sources utilized in stores, restaurants, bars, etc. may influence wine color and ultimately consumers’/patrons’ overall visual impressions and satisfaction. Color perception may even influence future purchases and patronage. Since light source options have grown exponentially in recent years, the methodology and findings of the current study are important and timely.