Wine label, with the rise of wine brands filling the shelves of hypermarkets and specialty stores, wine producers are finding it increasingly difficult to set their products apart from the competition.
Design and Graphic Printing are two fundamental elements.
The profile of buyers is constantly changing and buying behavior has evolved a lot in recent years. So how do you design a wine label that encourages consumers to pick up their bottle? Can bottle labels really make you choose one product over another?
THE POWER OF THE LABEL
For those who are not wine connoisseurs, it can be stressful to decide which bottle of wine to take to dinner, or which wine choice best suits a particular dish. It can lead to an aimless search (beyond price) in the wine aisle and cause a lot of confusion about what to do.
Here, the impulse is to choose a bottle based on visual impact alone, hoping the wine will taste as good as it looks on the outside.
So why do we choose a certain type of wine while ignoring the others on the shelves? We base our choices on the visual aspect: the labels. They can convey emotions to the potential buyer and reflect the flavor that’s in there. They can evoke feelings or recall a memory. A fun and quirky label can get a lot of attention from the younger generation, while a gold-embossed label can impress more mature wine drinkers.
A study by Annie Larson suggests that millennials are more attracted to brightly colored wine logos and labels and sans-serif fonts than traditional wine labels. The study also mentions that 94% of participants recalled more graphic wine labels, while 68% recalled wines with traditional labels.
WINE LABELS ARE IMPORTANT WHY?
Why are wine labels so important to consumers? What about other drinks like beers, juices, and sodas?
Although labels play a fundamental role in all beverage marketing, wine labels are more important than the rest, simply because choosing a bottle is more complex, much more than choosing a juice or beer. There are so many different types of wines, from different varieties, from different ages, and from different places. This leaves most consumers perplexed and confused.
What will be a good choice for a birthday present, for a drink at the beach house, with friends or for a romantic dinner? The labels serve as a guide to help consumers find the taste, quality, variety, but above all an image that they identify with and like.
ELEMENTS OF A WINE LABEL
Some of the key aspects of label design go through:
We all respond to visual stimuli, which is why a color brings multiple layers of meaning to a product. One of the questions you need to ask yourself is what kind of emotion you want your brand to convey, and apply a color that reflects that feeling.
If you’re looking for warmth and optimism, choose yellow. If you want to inspire professionalism, sincerity, and tranquility, the color blue never fails. If you want to evoke royalty and exclusivity, then purple is the right color to identify your product. Research the impact different colors have on audiences and choices with a purpose in mind.
Use simple, bold lines and minimalist shapes to make the label/logo recognizable even from a distance. Also, knowing which graphics appeal to your target audience is critical. For example, a colorful and modern image of wine is best suited for the millennial generation.
Again, consider your target audience when deciding on a font. Sources serif attract a more conservative audience, while modern and without serif attract a younger demographic.
Text and background color combinations
To make an impact with your logo, you need to successfully match text and background colors to create a good contrast. Having a contrast makes text easier to read, minimizes eye strain, and makes the overall label design aesthetically appealing.
Once you’ve decided which color best communicates your product’s identity, look for it in the color chart and choose complementary shades to provide a contrast that enhances it.
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