John McWade founder of Before & After, a magazine for graphic artists and designers, said: “Design looks easier than it is, and it’s more important than it looks.”
Two great points and we should pay careful attention to those words whenever we are considering designing a new label and type of advertising or collateral materials. Choose your designer or graphic artist well and make sure they have a clear idea of what you want before they start. If you are designing the materials yourself, have a professional take a look at it and perhaps spruce it up a little – unless, of course, you are a designer.
Many of us have relatives who are artistic, love to draw and are very talented (my sister is an artist). However, even though your nephew may be in college studying graphic design, it doesn’t necessarily mean that your nephew knows a lot about business. Knowledge of business is just as important to good design, as the piece has to be functional as well as attractive.
If you are designing a label, take into consideration where the wine will be sold. A label that works well in the tasting room or online may not work as well if you sell it in wine shops where there are hundreds of other wines, all vying for attention.
There are a few other things you need to figure out before you actually put pen (or pencil) to paper, or start a design on your computer:
- Define your audience before you start on any design project. Who are you trying to appeal to and designing for?
- Keep in mind the price point of the wine and if the label or collateral material adequately presents that price point.
- Take a look at the competition. Which wines are you competing against and how are those wines portrayed? Go to the wine store and check out the wines in your price point and look at the labels.
Every label and every piece of collateral material should reflect your brand and connect with your target audience.
A tip of the glass from me to you!