Taking the time to personalize the designs on wine labels will help producers add a sense of individuality to their brand, but they could also directly contribute to its value. A recent Forbes SAPVoice article examines the impact of labels on customer perception of a certain vintage. Even if a very specific touch doesn’t literally raise the collector’s value of a bottle, it can help it stand out and make it more prestigious.
Referencing a recent book about the evolution of wine label design, the author of the piece, Jonathan Becher, describes the ways that different kinds of wines have used their labels to catch everyone’s attention, not just the practiced connoisseur.
Some of the little features that indicate luxury include gold foil, which is meant to represent the prestige of a certain brand. Ideally, Becher writes, the wine will look more expensive than it actually is and present a better profile to consumers as a result.
“People associate simple uncluttered designs with high-end vintages and sophisticated flavors,” he said. “Therefore, more expensive vintages have a single color background with only a simple logo. For mass market wines, labels are colorful so they can compete for attention.”
Resiliency is also an important quality that could effect the way a wine label is perceived. A columnist for the Wine Spectator recently advised one reader against adding unnecessary “protective film” to a wine label to safeguard it against natural damage. He even said that some auctions favor bottles with labels that have been naturally marked or show some signs of wear as an indicator of what they have been through.
The key thing to remember is that creating labels that give customers the feeling they are purchasing something special will endow your brand with a grandness it would not otherwise possess.
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