The message in colours on wine labels

The message in colours on wine labels

Red, purple, blue, black and gray these are the colours on wine labels that help choose, sell and even raise the price of bottles in the USA

by Donatella Cinelli Colombini Brunello Casato Prime Donne

Colours have a fundamental role in the wine packaging and sometimes even in its commercial success. Let us not forget that in 92,6% of cases sales are influenced by visual factors. Colours play a decisive role in these choices, they create sensations that differ from consumer to consumer – elegance, exclusivity, handicraft, – and so must be chosen according to the producer and the wine trying to represent in the most faithful manner the contents of the bottle. Only in this way will we have a satisfied client who will find I the bottle what his eyes had promised him.

Colours have different meanings in every culture but those common to the western world must be known and used. In fact sometimes they communicate things even when they have been inadvertently put on a label so it is better to know what they mean.

In a few days time will come back to the subject  with a detailed examination of colours but in the meantime I would like to summarize the results of a survey carried out during the past few months by Wine Intelligence on  900 people in 8 states in the USA who usually buy wine that costs more than  10$. After having shown them 7 bottles with the same label in different colours, they were asked 3 questions

• Which do you like most?
• How much would you pay for each bottle?
• Which would you like to buy?

So the choice of colours went in this order: red, purple, blue, yellow, black and grey. Changing colour the intention to buy might change of 20% and the perception of price also changed.

Obviously the graphics of the label and wording, so messages are expressed in more than one way but definitely the colour has a great importance.

In a couple of days we will examine one by one all the tints.