{"id":295068,"date":"2025-06-15T14:15:31","date_gmt":"2025-06-15T14:15:31","guid":{"rendered":"https:\/\/peraltafinancing.com\/uncategorized\/the-hidden-persuaders-in-wine-labels\/"},"modified":"2025-06-15T14:15:31","modified_gmt":"2025-06-15T14:15:31","slug":"the-hidden-persuaders-in-wine-labels","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=295068","title":{"rendered":"The Hidden Persuaders in Wine Labels."},"content":{"rendered":"


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Originally published in 2015, this post is still relevant.<\/span><\/span><\/p>\n

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<\/a>Book covers and wine labels have much in common.<\/span>\u00a0\u00a0<\/span>They need to be creatively designed to successfully differentiate themselves from their competition. They battle at similar price points, they vie for the same buyers, and they are involved in shelf space warfare for the optimum location.\u00a0<\/span>\u00a0<\/span>At this point, all else is secondary, for if they do not seize one\u2019s attention and trigger a buying impulse, then a customer is lost\u2014potentially forever.<\/span><\/div>\n
Wine labels and their \u201chidden persuaders\u201d have always fascinated me, particularly those with attention getting colors and graphics that go beyond the basic presentation of the producer\u2019s name, logo and varietal grape (or appellation). I’m intrigued by their subtle, and often not so subtle, efforts to seize the gaze of roaming and inattentive eyes. \u00a0\u00a0<\/span>

<\/span>Label designers have a number of variables at their disposal when they set out to stir an emotion and connect with a prospective buyer\u2019s psyche.\u00a0 Colors and graphics are two very important ones, and when combined with eye-catching typography in a vivid and striking layout, they can be rich with symbolic, emotional nuances.\u00a0 \u00a0<\/span><\/div>\n
<\/a>Consider the emotional properties that can be expressed with colors. \u00a0Would an anonymous Cabernet Sauvignon label attract one\u2019s eyes better with a two-color combination of\u00a0orange<\/i>\u00a0(fun, energy, vitality) and\u00a0yellow<\/i>\u00a0(sunshine, happiness, optimism), or would it be better served with a mixture of\u00a0black<\/i>\u00a0(elegance, power, formality) and\u00a0red\u00a0<\/i>(passion, energy, sexuality)?\u00a0\u00a0<\/span>

<\/span>Or would the yellow\/orange combination be more appropriate to, say, a buttery New World Chardonnay?\u00a0 And what say you about the effectiveness of a green-dominant label (nature, freshness, health) for, say, Ros\u00e9 or Pinot Noir? \u00a0<\/span><\/div>\n
While not always that cut and dried, you get the implications of why colors and to an equal extent, designs and proprietary names are important to wineries. \u00a0Occasionally, at least for this tooth stained sniffer, some producers get a bit too cute or excessively irreverent.\u00a0 What is one to make of a Zinfandel labeled \u201cZin-Phomaniac\u201d and adorned with red-saturated, porn-like artwork of a near nude female?\u00a0 Or what to deduce from a Zinfandel label with a skull and cross bones labeled \u201cPoizin\u2014the wine to die for?\u201d \u00a0\u00a0<\/span><\/div>\n
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More importantly, who do the label designers feel are the most likely suspects for mood manipulation? \u00a0<\/span>Of the six \u201cbuyer types\u201d identified by Constellation Brands in its long term research, one must assume that\u00a0<\/span>Everyday Loyals<\/i>\u00a0and\u00a0<\/span>Enthusiasts<\/i>\u2014because of their knowledge and buying habits\u2014are relatively immune to being seduced by eye-catching labels.\u00a0 (They\u2019ve done their research and \u201cknow\u201d what they want.)<\/span><\/div>\n

Given their cost\/value mind set,\u00a0Price<\/i>\u00a0Driven<\/i>\u00a0and\u00a0Image Seeker\u00a0<\/i>buyers, who occupy opposite poles of how much they\u2019re willing to spend, should also be less susceptible to mood evoking colors and graphics. (Either it\u2019s low and worth it, or it\u2019s high and really worth it.)\u00a0 But I suspect it is with the two remaining buyer types\u2014Overwhelmed<\/i>\u00a0and\u00a0Engaged Newcomers<\/i>\u2014where the best opportunity lies for snaring susceptible, wandering eyes with provocative labels.<\/span><\/div>\n
<\/a>Also, it is my scientific, wild-ass-guess (swag) that those two groups are amply populated by Millennials, that demographic group born in the late 1970s to early 1990s time line.\u00a0 Even though Baby Boomers are still the largest group of high-frequency, core wine drinkers, (more than one per week) they are followed closely behind by the ever increasing Millennial group.\u00a0\u00a0<\/span><\/div>\n
<\/a>Moreover, the research of\u00a0Wine Market Council,\u00a0<\/i>an association of growers, producers, wholesalers and others, confirms that Millennials are attracted by innovative names and designs with splashy colors, fonts and graphics. \u00a0(That label to the right is wildly successful with you know who.) \u00a0At least for the first purchase, what\u2019s outside the bottle seems more relevant than what\u2019s inside. If a subsequent swirl, sniff and taste doesn\u2019t seal the deal, then a brief tablet or smart phone trip through the social media and wine-rating mobile apps will.\u00a0<\/span><\/div>\n
While it might be advisable, for a variety of reasons, to periodically modify and\/or update one\u2019s label design, how about doing it, say, annually?\u00a0 Or better yet, for each of the next 60+ vintages?\u00a0 And not merely with simple label modifications, mind you.\u00a0 But to do it right, how about implementing an innovative program of affixing a reproduction of a contemporary artist\u2019s original painting for each of those vintages?<\/span><\/div>\n
<\/a>Bordeaux<\/span><\/city>\u00a0aficionados know that I\u2019m alluding to the\u00a0Medoc<\/place>\u2019s Chateau Mouton Rothschild and their iconic,\u00a0Premier Cru Class\u00e9<\/i>\u00a0red wine.\u00a0 Their innovative and image-asserting label design program began with the famous 1945 vintage to celebrate the end of World War II.\u00a0\u00a0<\/span><\/div>\n
And as their Internet website informs us, this policy \u201cestablishes a tradition, that would henceforth become the visual hallmark of Mouton Rothschild.\u201d\u00a0 It is indeed a very distinctive hallmark, for none of the other three Bordeaux\u00a0Premier Cru Class\u00e9s<\/i>\u00a0have ever attempted to mimic it, and it is unlikely that they ever will.<\/span><\/div>\n<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

\u00a0 Originally published in 2015, this post is still relevant. Book covers and wine labels have much in common.\u00a0\u00a0They need to be creatively designed to successfully differentiate themselves from their competition. They battle at similar price points, they vie for the same buyers, and they are involved in shelf space warfare for the optimum location.\u00a0\u00a0At […]<\/p>\n","protected":false},"author":1,"featured_media":295069,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[6320,2781,126572,9182],"dealstore":[],"offerexpiration":[],"class_list":["post-295068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-hidden","tag-labels","tag-persuaders","tag-wine"],"yoast_head":"\nThe Hidden Persuaders in Wine Labels. - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=295068\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Hidden Persuaders in Wine Labels. - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"\u00a0 Originally published in 2015, this post is still relevant. 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