There is one certain thing under the sun. For
many excellent professionals dedicated to the design of wine and packaging
labels that exist in our country, as much as we advise that you do not leave
the design of your labels to low-skilled professionals, we know that many will
continue to do so.
Is a reality. Whether due to cost, lack of
confidence or lack of importance, many winemakers continue to invest huge
amounts in improving their production processes, and forget the enormous
differentials that investing in Branding, good Marketing, or good design means
for a brand.
And yes, the label of your wine is VERY
important so that it sells more and better. You just need to discover this
article from the Wine Design website that states that 80% of new wine consumers
base their purchase on the label. Do you still think it is not important?
Therefore, today in our post we are going to
expand a little more than usual, revealing in the following lines the arcana
secrets that designers keep in lead trunks. We are going to tell you how to
face the design of wine labels to achieve a good job (it is not really kept in
a trunk ... but it loses the epic). Let's go there.
Know your consumers
Indeed, we start the list with a topic, but it
is necessary. A bottle of wine leaves us a space for the front label of about
10 × 8 centimeters in the best of cases. A very small space so that we can
include content for everyone. Therefore, we must be clear about what type of
consumer will drink our wine.
Is one design better than the other? No, they
are different. The magic of wine label design is to focus a single message on
one type of user. Of course, Wine lovers of all kinds will drink as much one as
the other, but we must think about our preferred audience when approaching
Colors and letters.
Before we begin, say that of course this is not
an established rule. There are a thousand combinations and many work for one
thing or another. The best advice we will give you is to focus the design of
your labels on a mix between their personality and that of your brand. If you
keep this, you will already have half done.
In any case, there are some colors that are
usually related depending on whether the wine is white or red. Red wines
usually carry warm colors, garnets, ocher or dark tones in general on their
For whites, the use of blue or green colors,
which convey much more freshness or the fruity character of the wine, is
usually a topic that is followed regularly.
Again we tell you that the topics were created
to be broken. The intention is always to make the central design stand out and
thus enhance the personality of the wine.
Regarding the choice of the typeface, you
should think that in a usual way, a typeface with serif will be related, in a
general way, to a more classical concept than a “wooden” typeface. The more
traditional wineries tend to use that stronger typeface, while the new
winemakers tend to innovate more for finer typefaces.
This is a subject on which there is currently
a heated debate. In most cases, 80% of the information on a back does not
usually serve the newer consumer at all, but it can serve the more senior
consumer. We like to complement the front design with a rear one in which we
write a little story to accompany the wine, reducing the technical part to only
what is necessary.
Finishes and materials
Another infinite thing is the type of paper
and finishes for our label. At the very least, you should know that if the wine
label is going to be in contact with water or ice, it is necessary to bet on a
paper resistant to this element. In the choice of paper and finishes, the
budget you have for printing will largely enter into, as your choice can
multiply its cost by three.
In our case, we usually include production
monitoring in our budgets and we go to the printer on the day of printing to
ensure that the result is as expected. Still, there are always slips to deal
with, and it pays to be prepared for the unexpected.
An important detail is to think about how you
will label your bottles. In some cases, it is necessary to adapt the
measurement to the roller of the labeller, or if the front and rear will go on
the same roll or separately. As if the bottle is frustoconical, you must
prepare the design of the label with the appropriate perspective so that it can
be hooked without difficulty.