When it comes to wine, taste naturally plays a major role in the purchasing decision. However, in a market with a vast and diversified offer, appearance plays an equally crucial role, and even more so when the purchase is made in a supermarket. In fact, the latest neuromarketing research, which studies the unconscious reactions of consumers, reveals the decisive impact of the label on the consumer’s act of purchase. The label on a bottle of wine is much more than just decoration: it is the consumer’s first visual contact with the product and can have a significant impact on sales. From aesthetics to the story it tells, let’s take a look at how wine labels influence consumer choices.

The very first impression of the product

The label on a bottle of wine is the first thing consumers notice on the busy shelves of a cellar or store. This first impression is crucial and can determine whether a consumer stops to take a closer look at the product or passes on. The final decision depends on how the consumer perceives the bottle in front of him. Once in front of it, they decide in 7 seconds whether or not to buy it. Just 7 seconds to convince the consumer. A well-crafted, aesthetically appealing design can therefore attract attention, arouse the consumer’s curiosity and encourage them to make a decision.

Telling a story

The label tells a story even before the cork is removed. Whether they are illustrations depicting the wine’s origins, a family heirloom or an interesting anecdote about the winemaking process, these visual elements can establish an emotional connection between consumer and product. An engaging story can give the wine added depth, allowing consumers to feel connected to its history.

Affirming wine quality

A well-executed label design can also evoke a sense of quality. Elements such as the choice of paper, special finishes such as varnish and hot foil combinations, as well as the precision of the design, can influence the perception of wine quality. Consumers tend to associate a well-crafted label with a product of equivalent quality.

Conforming to the target

Labels can also target specific market segments. Whether playing on current trends, values or lifestyles, a label can speak directly to a specific demographic. A sleek, modern label may appeal to young, urban consumers, while a traditional label may appeal to those seeking a classical experience.

Become a memorable brand

In a sea of options, standing out is essential. A memorable label can stay in consumers’ minds even after their visit to the store. Many factors will influence consumer perception: shape, color, fonts, images, texture… and help a bottle of wine to remain engraved in the consumer’s memory, encouraging them to return to buy it.

INESSENS offers printing solutions that will help your wines stand out from the crowd. Our purpose is to offer services beyond printing, from consulting and design to storage and transfer. The heart of our business is innovation, anticipating market trends to offer new printing and material solutions in line with consumer expectations, and enabling our customers to be … visibly different!