The right imagery can sell wine

When you’re considering changes, updates and improvements to your vineyard’s wine labels, the most pertinent question is what potential customers will think of the new designs. Labels provide a great portion of a wine variety’s identity, and you can strengthen your message with well-chosen alterations.

Demonstrating the power of a well-designed label, wine expert and Forbes contributor Tom Mullen pointed out the purposeful and researched nature of Bordeaux vineyards’ packaging. These French wine producers are among the most storied and tradition-steeped in the world, so whether they’re changing to suit customer preferences or setting the agenda through their choices, there is value in learning from them.

Imagery impresses shoppers
When browsing the latest vintages from Bordeaux, Mullen noted that nearly two-thirds of the 100 wines he inspected featured chateau imagery on the labels. This is in marked contrast to the mere 5 percent with words and no pictures. Mullen pointed to 2007, 2015 and 2016 surveys indicating that this choice of imagery isn’t just a coincidence. Picking the right picture can make consumers more likely to pull a bottle off the shelf.

The use of the chateau as an emblem of old-fashioned vineyard elegance is a calculated decision. Mullen stated that the 2007 University of California Berkeley study results favored wines that have traditional motifs. By comparison, customers were less happy with more offbeat labels containing elements such as “unusual animals.” The 2016 data, from the Survey of American Wine Consumer Preferences, showed the same general results. Given a choice between traditional and whimsical designs, 64 percent of buyers picked the more conservative option.

History on the bottle
Winemaking is a field with history to spare, and this may serve as great inspiration for your own efforts. The UC Davis News Service recently pointed out that the rich story of domestic wine labeling has inspired a historical society exhibit at the university’s library. From the California vineyards’ beginnings through prohibition and the Great Depression and up to the present, labeling has changed and evolved, giving consumers the imagery and messaging they crave. When you design compelling wine labels, you’re becoming part of this lineage.

Have an ideal printer
The hardware you use to print your wine labels may play a role in their reception by the public. For instance, the Primera LX900 Color Label Printer is the kind of asset that can produce high-quality food and beverage labels right on a business’s own premises. You gain unparalleled independence combined with the power to put great imagery on your bottles. Check the printer out in our U.S. store or our Canadian shop.