Most of us have heard the famous maxim, “Don’t judge a book by its cover”. Yet, that’s exactly what we often do when selecting a bottle of wine. According to a recent study by Stark Insider that focuses on the consumer wine buying process, “Wine labels can significantly influence a buying decision. In fact, nearly two out of three [people] pick a bottle based on the label.”
Why Do Wine Label Designs Matter So Much?
To understand why wine label design plays a crucial role in wine buying, it helps to look at wine labels based on their primary goals from the standpoint of the winery: To provide objective information about the libation, and, aesthetically, to serve as a window into the quality of the vintage that’s corked inside the bottle.
Providing Objective Information
Concerning the first goal, there are at least four types of information a wine label should ideally showcase: the type of wine, where it was created, the year it was corked, the alcohol content of the drink, and any special qualities that set the beverage apart from the pack, such as organic formulation, special flavors, and edibles with which the wine pairs perfectly. It’s also a good idea to list the sulfite content of a wine for those who have sulfite-restricted diets.
Representation of Wine Quality
Concerning the second goal, there are several paths wineries can take to make wine labels aesthetically representative of wine in a qualitative sense. For example, a winery with a long, distinguished history might use a rendering of the original winery to signify a commitment to fine winemaking; while a newer winery that’s still building its reputation might use graphics that imply quality by virtue of their own quality, such as the presentation of an image of modern art.
Generating Repeat Customers
Wine label design that features essential information and fetching aesthetics that connote quality are mostly important to the initial purchase of wine; it’s the taste of the wine that keeps wine lovers coming back for more. Although two-thirds of consumers base their initial purchase of a wine based on label quality, Stark Insider finds that “76% of wine drinkers declare that [a wine’s] exceptional taste is ultimately what keeps them coming back for more.”
Looking for the Perfect Wine Label Design?
Most wineries are expert at winemaking and not producing beverage labels. So it only makes sense for them to focus on making the perfect wine and not creating the perfect label. After all, statistically speaking, the taste of a wine is what keeps people coming back for more.
This isn’t to say that a winery shouldn’t have a hand in wine label design, just that the technological aspects of label creation — such as label adhesive, label surface, and on-demand printing — should be delegated to a label specialist that has experience with beverage labels.
After serving beverage makers for over 30 years, Flexo-Graphics has this experience. To get started on creating a wine label design that stimulates the initial buy, contact us today at (262) 790-2740, or use the contact form on website, to schedule an evaluation of your label needs.