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Öletikettens inflytande påkvinnors ölintresse
Dalarna University, School of Technology and Business Studies, Graphic Arts Technology.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The influence of the beer label onwomen's beer interest (English)
Abstract [sv]

Denna studie syftar till att undersöka i vilken utsträckning kvinnor påverkas av

öletikettens utseende. För att undersöka detta genomfördes en visuell

innehållsanalys för att ta fram de vanligaste designelementen från makro- och

mikrobryggeriers öletiketter. Därefter skapades typetiketter baserat på de

vanligaste designelementen för respektive bryggerityp som sedan bedömdes i

en webbenkät. Webbenkäten omfattade 130 kvinnor som dels fick bedöma

typetiketterna efter egen preferens, dels svara på frågor som berörde öletiketter

ur ett genusperspektiv. Avslutningsvis genomfördes fyra semistrukturerade

djupintervjuer med respondenter aktiva inom ölbranschen för att få ett bredare

perspektiv på ämnet. Respondenternas svar användes till att besvara

frågeställningarna i studien.

Det visade sig att mikro- och makrobryggerierna har vissa skillnader i sin

design. Mikrobryggeriernas öletiketter var färggladare och hade ett mer lekfullt

designmanér gentemot makrobryggerierna som använde en mer traditionell

design.

Studien visade bland annat att könsnormer och smakfaktorer påverkar kvinnors

ölintresse i större utsträckning än själva öletiketten. Studien visade även att

kvinnor är intresserade av lokalproducerad öl, smaker och fler alkoholfria

sorter. Resultaten antyder att kvinnor upplever att vissa öletiketter har en

maskulin framtoning och att det finns ett intresse för mer färgglada, ljusare och

mindre maskulina öletiketter.

Abstract [en]

This study aims at investigating the influence of the beer label on women's beer

interest in order to find out if women are affected by the appearance of the beer

label. To investigate this, a visual content analysis was conducted to obtain the

most common design elements from the macro and micro breweries' labels.

Then, typefaces were created based on the most common design elements for

the respective brewery types, then evaluated in a web site. The web browser

consisted of 130 women who, on the one hand, had to assess the type labels

according to their own preferences, but also answered questions relating to

labels from a gender perspective. Finally, four semi-structured deep interviews

were conducted with respondents active in the beer industry to gain a broader

perspective on the subject. Respondents' answers were used to answer the

questions in the study.

The results of this study show that the micro and macrobreweries have some

differences in their design. The micro-brewer's beer labels were more colorful

and had a more playful design over the macrobreweries that used a more

traditional design.

The study showed that gender norms and taste factors affect women's beer

interest to a greater extent than the actual beer label. The study also shows that

women are interested in locally produced beer, flavors and more non-alcoholic

varieties. The results presented in the study suggest that women find that some

labels have a masculine appearance and that there is an interest in more

colorful, lighter and less masculine labels.

Place, publisher, year, edition, pages
2017.
Keywords [en]
Beer, Gender, Label, Labeldesign
Keywords [sv]
Etikettdesign, Öletiketter, Ölnormer
National Category
Visual Arts
Identifiers
URN: urn:nbn:se:du-26913OAI: oai:DiVA.org:du-26913DiVA, id: diva2:1170609
Available from: 2018-01-04 Created: 2018-01-04

Open Access in DiVA

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