Wine labels: How to catch the customer’s eye?
Wine labels play a fundamental role in product and company communication. They must represent the brand and, at the same time, they must attract the customer’s attention, tell him a story and provide him with information to help him choose your wine. They must communicate the value of the product immediately and be easily traceable to the brand.
The image in front is decisive, in fact, the front wine label aims to capture the attention; on the back the language and information regarding color, perfume, taste and the right combinations are decisive.
It is therefore essential to pay maximum attention to its realization: a beautiful wine label can guarantee you an increase in value.
Why is the wine label important.
The wine label is of increasing importance for both functional and commercial reasons. Its purpose is to give information about a product and attract the attention of the consumer to persuade him and bring him to purchase.
As a result, great design, creativity, simplicity, ease of understanding and originality are all characteristics that often make a difference.
All this conveys the image of a refined product and increases the perception of reliability. Therefore packaging and label design are crucial for commercial success.
The right choice of a font must ensure a good reading of both the name and the characteristics of the product, as well as the suitable choice of color because the latter can indicate belonging to a specific product class. (Example: brown for coffee or chocolate; yellow for baked goods.).
They contain the characteristics of the product and the warnings for use or maintenance, technical, legal, commercial, or promotional information, the place of production, the expiry date, ingredients, certifications, or warnings.
The label can therefore be considered to all intents and purposes an important corporate communication tool that represents one of the pillars of marketing.
How to create a unique wine label?
As we said earlier, the label must represent the brand, make your wine desirable and help the customer position your product in a certain market and price range. To do this, you need to have knowledge and skills in marketing and neuroscience. The choice of graphic and textual elements must aim to convey a clear and direct message.
Your wine label must immediately communicate the value of your wine and be easily traceable to your brand.
To succeed, you must first of all have a clear understanding of the brand identity and the type of clientele to turn to. If you produce important wines with a medium-high price range, your target will probably be made up of professionals, entrepreneurs, businessmen, so your communication, images, texts must be suitable for this audience.
For a more carefree and less demanding target, the message will have to be completely different. Only in this way can you truly win over your customers.
The colors, images and shapes you use must be suitable for your audience without being trivial.
How to set the wine label?
The image is the first element to be noticed, the one able to immediately capture the attention and the one responsible for transmitting the first emotions. You can start from emotions to determine the right graphics.
The ideal thing is to identify a subject that represents the identity of the company or is linked in some way to it. It can be an animal, a plant, an abstract or concrete object. This would become the distinctive and recurring element that allows you to be recognized in an instant by your customers. Remember that your label must be unique and contain a mix of components consistent with the product, brand and target you are referring to.
If the front, wine label aims to capture attention, the back label aims to win over the customer and push him to purchase. On the front the image is decisive, on the back the texts.
On the back of the label there are mandatory elements to be entered such as: the name, the category to which it belongs, the place of production, the volume of the content, the alcohol content, the number or initials of the bottling register, the lot and so on. Street.
What really makes the difference, however, are the additional information such as the description of the taste, the combinations and the storytelling.
As for the description of the organoleptic characteristics of wine, such as color, aroma, and taste, the use of simple words is recommended, avoiding technicalities. It is also very important to indicate the right combination on the label because this helps customers choose the product, especially if they are in a restaurant or if they are buying a bottle to take to dinner. Many underestimate this fundamental aspect: drinking an excellent wine in combination with food that is not suitable for enhancing its taste, risks making everything sound like a long out of tune. This would not be a good thing and could cause the customer not to choose that wine again in the future.
Last but not least, it is also essential to tell a short and unique story that can make your wine unique too: people love stories because they involve and excite. And it’s usually the only information that stays in the customer’s mind for a long time. I recommend, however, not to get bored.
So grab a pen and paper and start designing your label. And remember: an effective label can guarantee you the attention of most of your customers.
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