How many times, in front of a shelf, do we look through the bottles lined up and how long do we have to choose one? Surely if we started reading all the bottles’ labels, we would not leave the shop anymore ………
Here, then, is the importance of something that hits, attracts and stops the gaze; it becomes important to capture the consumer’s attention and invite him to try the product.
When we are in front of a shelf and we have to choose a bottle of wine, the variables that make us choose a bottle among all the others are the type of wine (if we understand it, at least a bit), the label and the price. We choose the type of wine based on our tastes and the price based on our budget. The label is that extra thing, which attracts and makes you choose a specific bottle instead of another.
The front label is the first communication to attract the consumer’s attention: it summarizes the product, it is needed to identify it among others and it constitutes an important source of information.
The elements that a classic label shows are the name of the company, the name of the product, the type of wine, the harvest, the alcohol content, the amount, possible abbreviations concerning the origin (DOC, DOCG, IGT ), eventually any type of treatment (dry, extra dry, brut, vintage), where the wine was bottled and the company headquarters.
Nowadays, the front labels tend to be more and more concise, and all distracting elements tend to disappear. The simplest ones only show the name or logo of the manufacturer and an image meant to capture the attention of the beholder; perhaps an indication of the type of wine may also appear, but nothing more. All other information can be found on the back label, in which sometimes we also find a very accurate description of the product and advice for combinations and the temperature for drinking it.
On one side, therefore, an image and name of the product, and on the back an explanation of it; too much information inserted in the front label decreases the attention of the beholder, and the gaze inevitably passes to the next bottle.