With the proliferation of wine brands constantly crowding up the shelves of your local supermarket wineries are having a hard time making their products stand out.
How can a wine label be designed in a way that encourages consumers to pick up the bottle compared to its competitors?
For us ordinary folk who aren't wine connoisseurs it can be pretty stressful deciding which bottle of wine to bring to a dinner party or picking which wine goes really well with a certain dish. This can lead to aimless browsing in the wine aisles. At impulse it's easiest just pick out a bottle based on its label, hoping that is taste good. A carefully crafted label can make people think the bottle is way more expensive than it actually is.
Why are consumers compelled to pick up a certain kind of wine while ignoring the others? Wine labels have a big factor to play in this as they can convey emotions to potential buyers. Evoke feelings and even produce memory recall. A playful, more quirky label can command a lot of attention for the younger generation of drinkers, while a more cream-coloured embossed logo of a vintner's house can impress more of the mature wine drinkers.
A recent study has shown that millennials are more attracted to brightly coloured wine logos and bolder fonts. The study continues and shows that 94% remember wines better if the label was a bit louder and graphic compared to more traditional labels, there are some key elements to think about when overall choosing your label design;
People are highly responsive to visual stimuli which is why colour brings multiple layers of meaning into a product. One of the questions you need to ask us what kind of emotion you want your brand to convey. If you are looking to show more warmth and optimism opt for more yellow tones whereas if you wish to go down the more professional and calm route the colour blue will never fail you.
Using bold, clean lines and simple shapes will make a logo more recognisable even from afar. Knowing what graphics will attract the target audience is key such as a colourful, trendy image for a wine targeting millennials.
Like with graphics, consider your target audience when deciding a typeface. More traditional fonts appeal to a more conservative audience, while modern and quirky fonts will impress the younger demographic.
Now you can see why a label on a wine bottle is more important than many first things. In order for a winery to have their wines chosen from the wide variety on offer, they will now need to identify their target audience and design a label that will ultimately appeal to them.