The design of wine bottle packaging and labels is crucial in making purchasing decisions in an ever-growing market and with an ever-growing audience.
When we talk about wine marketing, all the details are important. From management and communication on social networks to boxes to protect the wine in use.
With all the options that can now be seen on the market, wineries and winemakers need to understand the factors that influence decisions about buying a bottle of wine. Marketing applied to the bottle itself is particularly important.
Understanding packaging design trends is key, which means evaluating design performance across a very wide range. In a recent label study of 20 wine brands that used eye-tracking technology, 57% more consumers saw a more visible bottle than a less visible container in the first seconds of browsing.
The label on the wine bottle should not only attract the consumer’s attention, but should encourage him to buy. For this reason, wine producers and wineries need to assess the extent to which the design of their bottles reflects the brand’s personality and effectively conveys key messages. Which elements work and which don’t?
Among the keys to good design are the appropriate use of typography, word play, the use of colors that combine well, illustrations that go with the values and philosophy of the winery.
Trying to guess how the consumer will react to one or another package is a big challenge. The vast majority of wine brands cite subjective decision-making within their wineries as their primary complaint when asked about the biggest pain points in the winery design process.
The same study analyzed more than 90 packaging redesign initiatives and revealed an interesting finding: As the number of designs evaluated increases, so does performance on key packaging metrics, including consumer preference and standout ability. Unfortunately, most brands evaluate three or fewer design directions, while only 15% explore more than four options, which would be most appropriate.
Ultimately, it’s about creating a design that’s different from what’s currently on the market, studying current trends and offering something innovative and distinctive like unique illustrations, attractive fonts, screen prints, striking colors, etc.
In a market that is more competitive than ever, it is no longer enough to just have quality wines; packaging design and marketing play a fundamental role in the success or failure of a winery.