USA Wine Design: Which label is right for your wine?
This report looks at how label designs significantly influence consumer perceptions and behaviour in the US market. Our research and other studies in this area suggest that labels play a very important role in the decision making process at a sub-conscious level. Labels need to fit within certain style groupings or archetypes to be considered for different occasions. The style of label (including its colour, font, design) gives important signals about the quality of the product, the expected price point and the occasions it is most suited for. However this need to conform to archetype needs to be traded off against the need for products to stand out on crowded shelves. The evidence in this report suggests that a more scientific approach to label design, starting with target consumer needs and perceptions, would be beneficial to the industry.
Table of contents
- Summary of the insights in this report
- Understanding the wine label categories
- How different label categories perform
- How label perceptions vary by country of origin – France vs California
- Market overview and methodology
The just-drinks office is currently: Open
Office opening hours
The office is closed during weekends.
Current time at just-drinks headquarters: 1:28pm (Wednesday, 22 May 2013)