Choosing a bottle of wine from a shelf full of options can seem overwhelming, even for connoisseurs. However, for most consumers, the decision boils down to two key factors: the number of bottles on the shelf and, above all, the label.
Wine labels, often underestimated, are powerful visual communication tools. They are tasked with conveying the essence of a brand, its values, and the experience the consumer can expect from tasting the wine. However, despite their importance, label creation has traditionally been a more artistic than scientific process.
More than just an image
Creative teams often face the challenge of effectively communicating a brand’s identity through a label but lack quantitative tools to measure the impact of their designs. This has led to slow feedback cycles and a lack of clarity regarding which elements of a label are most effective.
Cole Clark, president of AmygdaLaunch, proposes a more structured approach to analyzing wine labels. By breaking down a label into its basic elements (color, typography, images, etc.), it is possible to better understand how these components interact and how they influence consumer perception. According to Clark, the key components of a successful label are:
- Color: Color evokes emotions and associations. A deep red may suggest a robust wine, while a pastel hue might indicate a more delicate wine.
- Typography: The choice of font and text size influences brand perception. An elegant typeface can communicate sophistication, while a more rustic typeface might suggest authenticity.
- Images: The images used on a label can tell a story or create an association with a place or experience.
- Branding: The brand should be consistent with the winery’s visual identity and stand out on the shelf.
- Supporting Text: The text accompanying the main brand provides important information about the wine, such as its origin, grape varieties, and tasting notes.
A practical example: Casa Donoso Pinot Noir American Barrel Aged
ProTip: When defining the portfolio for Viña Casa Donoso in Brazil, we wanted to convey our experience in the American market through a label that demonstrated the tradition of Viña Casa Donoso while also appealing to the current consumer, namely millennials. The label is engaging, modern, and also highlights a technical aspect such as American oak aging.
The Casa Donoso Pinot Noir label is a good example of how to combine visual and textual elements to create a coherent and powerful brand image for a fine wine. Its elegant and modern typography, along with the deep purple color, evoke sophistication and convey its quality, as well as suggesting a natural, authentic, and artistic origin (the word Pinot in a faded color).
By adopting a more quantitative and analytical approach, we can improve the effectiveness of our wine labels. Through the use of data analysis tools, we can identify which elements of a label resonate most with consumers and optimize our designs accordingly.
In conclusion, a successful label is more than just an image; it is a powerful communication tool that can influence consumer purchasing decisions. By understanding the key components of a label and using a more scientific approach to its design, we can create labels that are not only aesthetically pleasing but also highly effective.
ProTip: We invite you to try our Casa Donoso Pinot Noir American Barrel Aged at Casa Ouro, Goiania, Brazil.