It’s no secret that currently, with the vast number of wineries in existence and the large number of products on the market available to choose from, the design of wine labels and packaging has become hugely important. Attracting customers and motivating the purchase is the primary goal of all wineries, and these elements play a very prominent role in the purchasing decision. So, it is of utmost importance to understand the factors that have an influence on consumers’ decisions. But trying to understand their reaction to one package or another is a big challenge.
Being aware of the trends in packaging is absolutely essential, and this involves assessing the performance of the design in a large sample. Assessing designs increases knowledge of consumer preferences and at the same time the ability to stand out from other products. According to data from consumer trend consultancy Nielsen, over half of purchasing decisions are made in front of the shelf in the store when shopping, and if the bottle design works, the product grows in sales by 5.5% on average. That is why it is vital to identify the values that build the brand’s identity and its competitive advantages over others, and to incorporate these on the package and on the label since the packaging is the first point of contact with consumers.
It is, therefore, necessary to stand out, to create designs that are original compared to what’s already on the market, to study the trends, and to offer unique designs and attractive fonts, in addition to many other details that should be taken into account. Knowing what needs to be conveyed to consumers and knowing which elements are appealing and which can be improved, is crucial. Labels have to reflect the brand’s personality and the images or illustrations used must be clearly in line with the winery’s values and philosophy. The right use of fonts, plays on words, or the use of colors that go well together are some of the key elements of a good design that works and that, ultimately, will translate into more purchases by consumers.
It’s also clear that the design of the label isn’t everything; it’s just one aspect out of a much bigger set of actions. When you talk about wine marketing, you’re also talking about the design of the boxes, packages, and cases used for the products, the positioning strategy and communication management, and the brand’s presence on social networks. These different actions complement one another and it is key for them to be aligned so they will stand out and be attractive in the minds of consumers.
Given all of this, it’s easy to reach the conclusion that in a market with very wide competition, the quality of the wines must also be accompanied by a good design for the labels and packaging that will help ensure ultimate success. Right now, it’s hard to think of a wine that isn’t associated with a strong, attractive image that’s perceived by the end consumer.
