Strategic Features in Craft Beer Label Design and Their Impact on Consumer Preference

This research aims to achieve a general objective: to analyze the key label design characteristics of craft beers and explore the role of strategic categories of labeling and packaging in the purchase decision-making process of craft beer consumers. The methodology employed was a systematic literature review. The research identified nine basic elements structured within five fundamental categories, which are used strategically in the design of craft beer labels. The research found that important design elements include: visual appeal, singularity, special typography and color, visual narrative, cultural identity, emotional storytelling, authenticity, and luxurious packaging. These elements are strategic components that influence purchase decisions, foster loyalty, and help brands stand out in the competitive craft beer market.