Back in the 80’s and even 90’s, a label on a food or beverage didn’t really mean all that much to consumers. Given the extreme competition between brands today and consumers’ ever growing need to know what is really in the foods and beverages they buy for their families, labels have become top priority in packaging design. If you enjoy a glass of wine occasionally, you’ll be interested to get the “inside scoop” from Jacob’s Creek, an Australian wine producer who recently launched its new label in an effort to make consumers aware of the direction of the brand.
Even for brands who have been around for decades or even longer, how consumers perceive the product is of the utmost importance. A label is a buying guide for consumers, whether someone has been purchasing the product for years, or for the first time. In regards to a winery, the appeal of the label is vital, and is the greatest sales tool for the company. Think about when a consumer goes into the store to purchase wine; it isn’t the taste that speaks for the company, as a first-time buyer cannot taste the product until he/she purchases it and takes it home. Instead, the label speaks to consumers and conveys if the wine is premium; the label is essential in attracting the interest of consumers.
Labels can convey a sense of quality, particularly important when it comes to price, as consumers will pay more for a product they know is of premium quality. Creative labels are not only visually appealing, but also fun and often found in colorful geometric designs or even written in Braille today, as U.S. wine producers are becoming more aware of the importance of colorful, non-traditional labels.
Does a simple label mean a cheap wine? Not necessarily. It all depends on the design itself, and the quality of the paper and printing on expensive wine labels when compared to those that are less costly.
Labels are powerful – even the colors used in the design. Color evokes emotion in humans, making them feel happy, sad, content, joyful, energetic, calm, and more. Luxury brands typically use gold, silver, and white in labels to reflect a sense of sophistication. Shades of red and deep jewel tones are ideal for designing labels for red wine, while white wines seem to fare better with fresher, vibrant colors like yellow and orange.
The bottom line is that a beautifully designed wine label can made a good wine seem worth the price to consumers, and even make it more salable. In making a wine desirable to consumers it is important to pay close attention to not only consumer behavior, but design elements and how your brand positions itself in the adult beverage market.
At REA JET, our position as suppliers of industrial coding and marking solutions make us highly aware of the importance of packaging, bottle labeling, materials, and every other element of a product and its success in a particular market. Superior marking of nutrition and ingredient labels, best-by dates, and more only make products even more attractive to consumers. For exceptional coding and marking systems that meet the needs of dozens of industries, count on REA JET.