Ralph Olthoff, Avery Dennison marketing segment director for wine, spirits and craft beer, said that colours, textures, shapes, typefaces and images all have a powerful impact on consumers’ perceptions: “We often cannot pin down exactly why we make a particular purchasing decision – especially when we are looking at premium products or brands. These new labelling materials are designed to influence consumers in some of the most fundamental ways. For example, a tactile label can create a sense of luxury. It can reinforce existing perceptions of a brand, or introduce consumers to a new product aimed at discerning buyers. The right topcoating is another way to create a powerful sense of superior quality, and clear-on-clear labels can improve the perception of quality and freshness.
The need for distinctive labels in wine and food packaging is clear, with competition increasing worldwide. For example, as of June 2017, more than 3,500 new wine products had hit shelves in the last year in the United States alone* - that represents 14% of all items in the category, and highlights how much brands depend on packaging differentiation in order to to stand out on the shelf. The new collection therefore focuses on critical features that help to set labels apart: texture, colour, suitable topcoating, and label clarity (for ‘no label’ applications). There are even options for real wood labels, suitable for products such as wines where wooden barrels are a key part of the production process, or for brands with a strong ecological message.
* Source: Insights report at www.nielsen.com: howpackage-design-attracts-todays-wine-consumer
