How does the use of colour and typography in wine labelling influence buyers?
Wine has received the greatest number of research interest out of all the food and beverages in the market. A number of these studies are on the psychology of wine labelling and how colour and typography influence buyers.
A study revealed that 2 out of 3 Americans choose their wine based off of the label alone. When it comes to Australians, it looks like the same thing goes. Larry Lockshin, a professor of marketing, emphasises that labels are important for everyone including Australians. He notes further that it is possible to trick another by putting an expensive-looking wine label on an affordable wine.
How exactly can one use colour and typography to influence buyers?
If you are a business owner who wants to try a practical and modern way of marketing your brand, products, or services, use these simple steps;
1. Know the buyer
In determining how to use colour and typography to influence buyers, the first thing to do is to identify the target buyer. This will serve as a guide in choosing the most appropriate graphic elements that will attract them.
One of the major aspects that the psychology of wine labelling depends on is the age of the consumer. Studies show that there is a difference between the preferences of a young wine drinker and a mature wine drinker. Here is a quick juxtaposition of the two.
Technically speaking, young wine drinkers are mostly new drinkers. They are around ages 18 to 25 years old.
When they buy their wine, they often do so when they are attending a semi-formal occasion. They could also be buying wine to make a good impression.
Young buyers consider eating sit-down dinners or going to upscale wine bars as semi-formal occasions. They do not usually take wine when they are at casual events like parties or going to a barbecue. For these kinds of activities, they usually prefer to drink beer.
Having said that, the younger consumers usually look for a more classic looking wine label. These could include simple designs that are less cluttered. They think that the lesser the elements and colours on the label, the more high-end and sophisticated the wine.
On the other hand, more matured wine drinkers are not as worried about wine label designs. They are not concerned about making an impression as compared to younger wine drinkers.
Thus, matured wine drinkers are more open to buying wines with colourful and bold labels. To them, graphic and vivid labels even show others that they are fun and youthful people.
2. Pick the right colour
Colours on the label make an impact on the buyer’s decision. The overall perception is that rich metallic colours paired with matured dark colours make the wine look expensive. Some examples of these kinds of colours are navy, black, and gold.
On the other hand, neutral colours like tan, copper, and ivory exude a sense of simplicity. They are not as expensive looking as the metallic colours, but they still look elegant.
Some may mistake the use of these colours as not putting much effort to the label. However, there are those who prefer to have a sleek and minimal design. They even equate this kind of execution to finer wines.
Towards the far end of the spectrum are bright and vivid colours. For some people, jewel tones on wine labels could mean that the wine is cheap.
They often avoid labels with purple, blue, or orange colours as they look tacky. Yes, these colours can be eye-catching but it may not be for the right reasons.
3. Explore different types of typography.
Readability is the general aspect to consider in choosing the typography for a wine label. On one hand, calligraphy fonts are often associated with classic and vintage wines. On the other hand, minimal and modern fonts are used more in younger or modern labels.
Make sure to also pick at least three fonts for the wine label. Each one has a different purpose:
- Main Font: This font sets the overall style of the label. This is the first thing that buyers will see on the bottle.
- Secondary Font: The important thing to consider when choosing a secondary font is that it should still align with the look and feel of the main font.
- Copy Font: This is used for the rest of the details on the wine label, so make sure that the copy font is easy to read. Make sure to avoid fonts with too many curves and squiggly lines.
4. Consider adding icons.
Wine labels with natural icons like trees, flowers, and vines often get the attention of buyers. To them, these kinds of icons communicate growth and life and are perceived to be of high value.
Apart from these, large floral designs as well as abstract designs are also considered as premium icons. Avoid large icons of animals because wine labels with animals often get associated with cheap wines.
When deciding to use icons on the label, consider those that are closer to the wine’s ingredients and flavour profile.
5. Take into consideration other design elements.
There is more to a wine label than the colour and the font. Consider adding metallic foiling and embossing as these add a premium touch to the label.
Buyers also look at the texture of the label in deciding to buy wine. These textures can include glossy images, linen labels, and handcrafted papers.
These kinds of textures attract buyers into picking up the bottle for closer inspection. If possible, avoid using a thin plastic label.
The psychology of wine labelling may sound complicated. Fortunately, Wine Design can help you customise the perfect wine label for your needs.