The Story Within a Wine Label

Written by Olivia Prescott

When choosing a bottle of wine, do you choose one based on the label or design? Does something ever just catch your eye and immediately draw you in, making you want to find out more? Maybe a label is telling you a story, or it has an interesting design, or it simply has colors that attracts your eyes. Whatever it is, there is usually a reason for why you choose a wine, even if you are unaware of it.

People who into a store with the intention of buying wine don’t always know the flavor they are looking for. In fact, most don’t know what makes a good bottle of wine. This is when visual judgement comes into play. Some may pick a bottle based on the price, while others may choose one based on the visual design. The look of a bottle is often capable of steering our minds to think of the bottle in terms of increased value. If we feel some sort of emotion and feeling generated by the bottle and label design, we instinctively hope that the feeling will mirror the flavor inside. Wine labels can be a complex topic, considering the many elements involved in its production and tasting from grape varietals to aging, flavor notes, terroir, etc. Labels are thus essential for guiding consumers to identify the quality and flavor they are seeking, as well as the story contained within the wine. Here are a few examples. The Cantine Florio began its fame through quality marsala. This producer is known for longer aging times for better quality. The Florio wine bottle is one example of how the object can speak to the drinker with a unique and interesting design. This wine label depicts three women dancing while holding a bottle of wine above their heads. They are dressed in long colorful dresses while portraying a playful and cheerful feeling. The hands of the women lead the eyes to the name “Florio” positioned above the bottles of wine the women are holding. At first glance, the label evokes a happy feeling in a potential customer. This is further supported by the warmth and optimism seen in the yellow and red colors of the women’s clothing. Overall, the bottle conveys to the consumer a This, along with the dancing and happiness of the women, convey an overall sense of carefreeness and positivity.

Lamole di Lamole is another winery dating back over 700 years that believes in specializing the quality and uniqueness of their wines. The merit goes to a rich terroir that has seen little urbanization and features high-altitude vineyards. These wines are made in what’s often referred to as an “enchanting valley” that was first discovered by the Romans. With this imagery in mind, the label design adds to the richness and prestige behind the Lamole’s story. The label for the Chianti Classico wine is rather elegant - the main colors are blue, yellow, and red with an overall look of sophistication. One might pick this bottle to make a good impression or giving an “expensivelooking” gift, for example. The design offers a symmetrical look with both sides mimicking each other and has a harmonious feel. Knowing that the wine is crafted in an ancient castle helps pull the whole design together, adds a mysterious yet captivating aura as well.

Wine marketing plays an important role in communicating information. Packaging influences the emotions of customers, but when done well it also provides facts and a sense of what to expect from inside the product. Its technical function is to provide details regarding a wine type, production location, and producer. However, sometimes the design itself is enough to persuade individuals to purchase. Design can lead to desire, and impact our judgements, decisions, and emotional senses. As a visual experiment, the next time you’re looking to purchase a bottle see where your mind and eyes guide you. You may end up with new discoveries and pleasant surprises.