26 WINES&VINES September 2018
Viewpoint
T
o the untutored eye, there might not seem to be all that many
variables when it comes to designing a wine brand. But that
doesn't mean there aren't plenty of ways to get it wrong. Here,
in no particular order, are my top 10 ways to trip up with your
wine packaging.
Reinventing the wheel
When a brand's performance starts to slide, too many people press the
panic button and opt for a complete packaging redesign to halt the decline.
But this can result in losing important assets that consumers recognize
and love. Take a breath! It's often possible to refresh the packaging design
without having to throw out these valuable elements.
Using your hairdresser's cousin
Lots of people have a connection to the
design world. It's cheaper to use
your hairdresser's cousin or your
nephew's girlfriend, who might
have a certificate in design.
But this approach is almost
always a false economy. The
design of your packaging
can actively influence 64%
of consumers with their
decision-making process
(Nielsen, 2016), so
you've got to give it
your best shot. Using a
professional who un-
derstands the market,
the consumer, the re-
tailers and the pack-
aging codes in wine
design can hugely
i n c r e a s e y o u r
chances of success.
n ROWENA CURLEWIS
10 Common
Wine
Packaging
Blunders
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