The first thing consumers see is the label of your wine so it’s really crucial that you get them to see it and actually want to buy it. In order to do this, however, the design of your wine label should entice them. Below are some guidelines to consider when designing your wine label.
Determine your Wine’s Unique Selling Points
Why is your wine the best? What does it have that other wines don’t? The label of your wine is an advertisement. Potential buyers will look at it for several seconds prior to picking it up or choosing the other wine beside it. Once you’ve identified your unique selling points, think about how you could best convey them to consumers—through descriptive text or a combination of design and text perhaps?
Capture the Spirit of your Brand and List them Down
List down specific phrases or words that come to mind when you think about the particular wine that you’re designing the label for or your brand in particular. When you’re done, your list should ideally look something like this: rich but smooth, lazy afternoons at the beach, ripe, cozy, an affordable indulgence, and a deep burgundy color.
Who’s your Target Consumer?
Who do you picture buying your wine? How do you ensure that your target consumer picks your wine from among countless different wines out there? Imagine how your target consumer looks like, what they do, and what’s their motivation for buying wine. By doing this exercise, you’ll be able to observe your design inclinations from a more objective and fresher perspective.
Check Out the Competition
The thing here isn’t to determine why specific styles might appeal to your target consumer, but figuring out the DOs and DON’Ts when you make your wine label. This way, you could tell your label designer exactly what you want and need and exactly what you don’t want to be incorporated in the wine label.
Other Vital Things to Note
Tell your designer exactly what he or she needs to put on the front label such as grape, year, appellation, and alcohol percentage, among others. Likewise, tell your designer particular fonts and colors you like and don’t like, which packaging you want, whether gold foil or heat shrink bottle sleeves, and don’t forget about the wine’s back label—it’s equally important as the front.