Wine Labels: How to win more customers?

Wine labels play a key role in communicating all types of beverages. Especially with regard to wines, the labels end up facilitating the consumer’s choice, which in many cases can be difficult. Such complexity comes from the fact that the market makes available to the consumer wines with different characteristics, namely, region, price, grape varieties, stage of life, among others. Still, a well-developed label can help the consumer make a decision.

Ever wondered how consumers view your product? Does the product image reflect its value? These are some of the questions asked by our customers. Currently, brands are increasingly concerned with the perception of consumers about their products. In this regard, it is essential to clarify the consumer’s purchase process.

Consider the following hypothetical scenario

Without consulting the price, the question is “Which wine will have better quality?”. Although the answer to this question is only possible after the purchase, with the wine selected, the truth is that you have to make a decision in advance,  based on the perceived value.

When we confront our customers with this hypothetical scenario, the answer is unanimous. Customers place more value on the wine found on the left in the figure above, revealing that the design of wine labels is undoubtedly a decisive factor in the value attributed to wines.

Analyzing the wines in the case, we found that the most attractive wine for our customers has a  more detailed, organized logo and a more appealing typeface.

Now, the type of thinking applied in the search for dissimilarities between the figures represented above reveals the potential for differentiation in the communication of products.

Human thought is organized by categories, groups, and subgroups of information. Thus, the more a wine label is descriptive and informative, the more easily the value of the product will be assimilated by consumers.

Wine label: Understanding the different stages

Understanding the different stages of the customer’s journey, from the first contact to the purchase is essential, even more, when consumers are confronted with a multitude of products. These are small details, but they make all the difference in the consumer’s final choice.
In fact, we only need  0.5 seconds to feel attracted to a product!

A good wine label is not necessarily the prettiest. It is the one that is effective in making a wine jump from the shelf to the customer’s shopping basket. Able to convey a relevant message to the consumer and create a lasting relationship with the brand. How to create a good wine label? What looks simple in wine label design is more complicated. Wine design experts explain:

1st You must have a strong image – Recent research with Eye-tracking confirms: the central image is the first to be observed and for the longest time. It has to stand out from a distance. So the next time the designer insists on hiring a professional illustrator, listen to him. Saving here can be bad business.

2nd Gives relevant, well-hierarchical information – A wine designer said “in a second moment, at arm’s length, the label must convey all the relevant information to the consumer. …It could be the name, country, or caste, but it has to be done consistently.” This is your message and it has to be thought out with care and strategy.

3rd It lasts in time:  “Labels have to last at least 2 or 3 years to establish itself as a brand, it is not instantaneous. What is the use of following the trend, if in a year it is out of fashion? Points out that a good label must have a third dimension, when already on the table it shows the customer details that escaped him in the store. “A key part is the graphic production” adds. “Part of my job is to assist in production. If you don’t, it won’t work. I would say the graphic production is 30%. It’s one thing to see it on screen… printed, it’s completely different.”

A good label does not save a bad wine. But the marriage of nice wine at the right price, with a good label, is the secret of successful brands: loved and chosen, time after time.

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Rob Prosser