The international wine specialist publication, Wine Business, published an article referring to what strategies and points to consider when creating a label. Here we tell you what the findings were of three experts on the subject.
The label is the letter a wine and is the first impression. According to this publication, one of the main points to be labeled is telling a story, recreating memories. Before designing a label must bear in mind what I want to, where, what colors, if you plan to be sober, recharged, if I’m putting the ingredients, etc. But first you have to know the trends in the world, consumer tastes, and above all know the market first and then create a label.
Wine labels have a sense of place, time and tradition. In the early years most of the tags were sober, rectangular, with one or two colors, with illustrations of castles and bold statements of the names of the wineries. Now, give a sense tags on the shelves bursting with bold colors and heartbreaking, often distorted forms through the bottle itself. They have also begun to incorporate colorful animals, hidden motives, among others, described in the article. While in the article stressed the importance of not changing label and loyalty of a product and the brand has been made known in the market demand and time if you switch this can be harmful. When people buy a product, look for something which they are familiar. If significant changes are made on the label, the consumer is going to be harder to find. People make emotional connections with tags. If you change the label, you can remove the emotional connection that the person has to your product. Three panelists with extensive experience in the wine market shared their experiences and points to consider when creating a label. One of them is Dave Osmundson who has worked for large and small companies specialized printing wine labels since 1983, and also worked as a salesman for companies like FP Label, Bolling & amp; Finke, Estate Wine Label Co. Cameo and Sonoma, are linked with designers, winemakers and marketing teams to produce thousands of wine labels. The other panelist Bob Johnson is an illustrator and designer who is well known in the wine business for inspiration in cartoons. He produced his first label to Lambert Bridge Winery Lambert Bridge Winery in 1975 then Chuck House began operation in 1970 and has become one of the most sought after. How important is a Dave label: The label is the first contact the consumer has with the product. It is the most important factor creating the initial sale. Therefore, it goes far in the effort to create a label that is attractive. The label of a wine should tell a story, or just through it generates a certain attraction because of color or design, something that makes consumers start to collect the bottle. Bob: Tags like Kistler are quiet. There is one thing about the book designer who always insists that they should be quiet and not show much. But if it is $ 10 a bottle, it has to show something different, you have to consider the package as the number of wines in that range is infinite. Chuck: The sense of dynamics with regard to the label is important. There must be a well adjusting between wine and balance the package, including the bottle, the cap and all those who wrap. It’s a sculpture. Dave: But the label is the focal point. The label is what one first looks, and as striking is the clothes you wear. Chuck: I think it’s a relationship. I know nothing about marketing, but I know what people want, not only to buy but to return and buy again, and share it with your friends. The wine must have an inherent character and personality. Dave: Do you think that the label affects how the customer perceives the Chuck wine: Yes. Idea is to create a path where satisfaction is important anticipation and memory is something that makes them want to go back and repeat the experience. All elements combine to create an experience that’s greater than the sum of its parts, and the label is an important part, but only part. Bob: I’ve always said that the winemaker makes people buy the wine again in the second half. But it is still important to have a label. There is an association that makes the quality of the wine with the label image is connected. Consumers According to the consumer who wants to use the wine is the label to be used. According to a publication small winery marketing, there are different types of buyers, enthusiasts, image search, savvy shoppers, traditionalists, etc. The labels refer to the traditional ones such as the old marks of France. Labels Chateau Lafite and Chateau Petrus. The label image is an engraving of the castle itself, surrounded by the mark, the name, year and so on. This is the main difference between the traditional old world and new world labels, which in the case of the latter simplifies graphics in order to draw attention to impact on the gondola, and labels are not so sober. As for the inclusion of information on labels, according to a study published by Shape Up America, American consumers support the inclusion of information about their ingredients on the labels of alcoholic drinks. The survey of 503 Americans age 18 years. It was determined that 79% of survey participants said that it makes no sense if the drink is labeled not include the ingredients and the amount of alcohol ingested by the glass. Thus they prefer wine, beer and spirits include adequate information, alcohol percentage, volume level, percentage of alcohol per serving, the amount of alcohol per serving, the serving size and the definition of the norm drinking. While 92% of respondents prioritized the need for the label contains the amount of alcohol that wine has, and also what percentage contains by the glass. Then, with 84%, consumers want to know the amount of calories in a glass, 75% carbohydrates, 71% fat and the last with 66% protein. 76% of survey participants chose a label that combines the information requested in the draft regulation TTBS – the amount of calories, carbohydrates, fats and proteins – with the alcohol content per serving.
