Posted 9.21.2011 by Gregory Moore
While a high-quality product can often speak for itself, the label can tell consumers a story before they even make the decision to buy.
This is true with wine, asserts Piero Sardo, president of the Slow Food Foundation for Biodiversity. Because wine typically has a rich lore behind the way it was produced, the label is the perfect spot to sell consumers on the craftsmanship of a bottle.
As an example, Sardo mentions cheese. A standard cheese label may read "Ingredients: Milk, rennet." However, this approach does not tell the story of the product.
On the other hand, "Milk from farm’s own Italian Alpine Brown cows or hybrids crossed with Alpine Brown, fed on hay and GMO-free protein supplements, without winter silage, pastured in the mountains for three months in the summer," gives consumers a much more vivid picture of what they are buying, he says.
This prose is only one part of effective label design — product manufacturers need to be sure they are using eye-catching imagery and vibrant colors as well to maximize sales.