The relationship between aesthetics and products.
The wine labels case.

Posted by Silvia Lignini,

Speaking of wines, today I was remembering with my husband -Port Clarendon’s Creative Director- that my grandfather used to collect the labels of those wines he loved the most. I think it was his way of preserving the taste of the wine, extending the pleasure out of that last sip.

It is not a mystery that lots of wine labels became icons, indeed. The truth is the label is part of a product and those that eventually became icons, owe their success to whom understood that you can’t strive for an excellent work if you don’t care for all its aspects. Therefore I believe, for coherency sakes, there should be a correspondence between the aesthetic and quality of the product.

The label represents the first approach between the consumer and the producer. It lets people distinguish goods from one another, by catching their attention. Besides delivering messages and values it also evokes certain feelings and emotions. For all these reasons it can be considered a real marketing tool.
On the other hand aesthetics is concerned with beauty and art, but it also deals with the emotional reaction that an object produces in an individual. We can affirm that aesthetics affects consumer when they have to choose.
If studies have shown that the products which are more coherent with design principles produce more positive effects in people’s perception, it can be asserted that good design boosts the quality of the product as well as the business and profits growth.

Let’s consider the wine market. We know it is a competitive and growing market and with an interesting way of developing. Think about all those specialized magazines and blogs or even events like Vinitaly. Furthermore the wine market has inaugurated a new form of tourism: the enotourism. Following this new trend, French wine growers and cellars have become active, organizing visits to wineries designed by architects, museums of wine and creating specific hospitality services.
Today wine producers don’t confine themselves to the wine production, thank to their activity, they fuel a much bigger business. That’s why wine labels count for local markets and especially for international markets.

In Europe many wines are widely recognized because of their prestigious labels. The labels are the way to tell the story behind the wine, letting the producer’s passion and care for high quality product show.
Who wants to produce an high quality wine, should aim to have the best resources: from the best raw materials to the best design, without distinctions.
Design won’t replace the quality of the product, but at the same time it can’t be a neglected part, because these two aspects joint together will make possible to achieve the best results.

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Here is an example of design as an investment.
Dom Pérignon has always been a large and good visibility particularly with their cooperation with designers and artists. In 2010 it has changed its legendary label to pay tribute to pop artist Andy Warhol.
Any brand should always invest in design and brand development.


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