While we are all taught not to judge a book by its cover, let’s get real. I’ve bought books, magazines, scented lotions, household cleaners (how can you resist Method’s packaging?) and yes, wine based solely on how the label looks.
I’m a marketing groupie. I admit it. I’m a sucker for cute, clever or crisp packaging.
As a former wine writer and still-active wine lover, I know that some gems are hidden in the ugliest bottles and even price does not necessarily guarantee “bottled poetry” But I’ve fallen in love with cheeky, well-designed wine labels over the years which enticed me to buy and try the product.
Nothing conveys a brand personality – and hints at the quality and delight of the wine experience bottled inside – like a wine label. And there are many diverse ones out there, all trying to communicate why they are good, how they are different and to stand out from the hundreds of options out there.
Your business needs to ensure its “wine label” stands out from the crowd. Can prospects tell what kind of product, service, or quality you offer right off the bat? If you don’t think visual identity or your website quality and design matters (“I offer amazing products/services. That is enough to convey my brain.”) – think again. One stat suggests that in less than 10 seconds, you have the opportunity to lose or gain a valuable customer – just based on your website’s layout and visual appearance.
Your Slice of Adventure, should you choose to accept it:
Peruse the racks at a local wine shop or the wine aisle of your favorite supermarket. Pick three vastly different wines based on their labels – don’t look at the price!! Just from the label, colors, font, copy – even the shape and size of the bottle – ask yourself four questions:
1) For what occasion would this wine be a good fit?
2) How does the wine taste?
3) Who is the winery’s ideal customer? Age, personality, lifestyle?
4) How much does the wine cost?
You will soon see in action how our immediate responses to visual cues tell a whole story that words never could. This is how people are judging your business: by your website, storefront, signage, product design. This is a powerful lesson in making sure all of your communication channels convey the right clear, consistent message that you intend.
And enjoy your wine. You didn’t think I’d skip the actual taste/experience test, did you? That’s the fun part.
PS, I’m also in love with unique wine/winery names, especially saucy ones. Here are some for your amusement: