is the wine industry ready for new label technology?

by:QINGTAI     2020-05-04
Many people in the wine industry are talking about new things in label design, which is changing the industry completely.
These people point out that there are new label paper, applications that use foil, stamping techniques, shrink sleeves, colors and scanable labels (QR).
Yes, there are some nice new looks on the wine label.
But a new approach that will capture imagination, take advantage of fascinating techniques, combine attractive colors, and there has been research showing that customers are forced to pick up and process products that appear on labels impulsively.
When was the last wine label you saw?
The new label product promoted to the wine industry is a holographic image.
Holographic photography has been commercially present since the medium term70\'s.
National Geographic introduced a small holographic image of the eagle on the cover of the monthly magazine.
I saw it and was surprised that you could see the side of the Eagle by simply spinning the cover of the magazine and then see the opposite side.
I am marketing manager for a company in Manhattan and am very interested in holographic images and I would like to use it as our consumer manual.
The main drawback is the price of holographic images;
About $2. 00 each.
Today, the volume of the holographic label can reach $0.
05 each 1x1 inch. Pre-production/set-
The cost will increase by about $2,500.
The front label of the wine costs about $0.
4x3-74 eachinch size.
\"The actual cost depends on how complex the final image needs to be to achieve the desired visual effect,\" he said . \"
When Alec Zhen, general manager of sales Integraf, the holographic label of the supplier. \"For a high-
Quality holographic, pre-
Production can be as low as $1000 for some simple logo or go up to $8000 for the month of gorgeous display-
Depth, animation and amazing reflections.
What makes holographic images so interesting?
Holographic photography is a kind of recording light scattered from an object and then using three-dimensional.
Objects in 70 will appear in 3-
D. The model must be the same as the actual size of the image generated on special paper using a laser.
New technology now allows 3-
D images generated using computer graphics that can be applied to laser type imaging to generate 3-D effects.
What brand is the application of 3:
So interesting holographic labels in the wine industry?
Holographic Image Generation 3-
D. The effect of attracting consumers\' attention when pursuing wine shelves.
Applications can be customized for vertical or horizontal bottle displays. Generate a 3-
The D label today is cost effective.
Holographic photographs can be used to crack down on counterfeiting of some wines.
Holographic images can be customized according to many marketing needs
Create brands, neck hangars and attention-grabbing tools for consumers walking through the aisle.
For example, some holographic photos can be produced when you pass the holographic label, which will produce a beam of light.
The entire label does not need to be made as a hologram.
These labels do represent the tech-savvy millennials.
This person accounts for more than 60% of the wine market, driving the growth of wine sales. Ms.
Tony Hamilton, marketing director at ASL Print FX, has developed some guidelines for effective wine labels.
Does holographic photography conform to her guidelines?
For example, she asked, on the store shelf, would the tag issue the attention command in 3 seconds?
Some studies that have been done by Integra have shown that holographic images perform well.
Will holographic images reflect wine, wineries and target markets?
The response of each population to messages and the delivery format of messages are different.
The judge will be responsible for research and testing;
There are more and more applications in the market.
Finally, in almost all markets, demographic labels need to be interesting, humorous, should use unique graphics, and may be a bit odd.
A label design company in Napa says most rules about good labels have exceptions --
However, the bio image on the tag is pass images©.
We know that the labels of wine may be: Art, information (partly by law)
The behavior used to influence consumers.
Here are some thoughts on the interaction between wine labels and consumers.
As consumers, do you think we are immune to marketing manipulation strategies?
We\'re too smart, right?
However, we should not take defensive measures against the wine marketing strategy, because the label can provide us with a lot of information (
Not just legal provisions)
About brands we can choose from.
Labels create lasting loyalty, stimulate trials of new wines, and promote enjoyment/expectation (
Psychological expectation)
Let\'s connect with the creators of some of our favorite wines/wineries and winemakers.
Combined with the Internet, we can now have more knowledge of our wine purchases and become an educated brand communicator of fine and cheap wines.
The life and value of the wine label is based on research and testing.
Research shows that \"the more consumers like the label, the more they like the wine.
\"At least that\'s according to Mr.
David Schumann, owner of CF Napa brand design a top
Rated as label design and marketing company in wine country.
David Ogilvy, an advertising icon, has many references to selling products using visual effects.
One I appreciate, which can be applied to the holographic wine label, \"If you attract attention in the first frame (
For TV commercials)
With a visual surprise, you are more likely to catch the audience.
People screen out a lot of commercials because they open up something dull.
\"On average, the person reading the title is five times the person reading the text.
\"Except for advertising (
Print, TV, direct response)
The wine industry usually has a major marketing tool that can reach consumers and motivate consumers to go to the first attempt: labels are a major tool in the bag.
Labels cannot succeed by carrying and continuing a bad brand, product, or image.
However, this will encourage a trial and then a repeat customer.
According to the Wine Business Monthly, 70% of wine purchase decisions in the Spanish market are price-related, 40% are recommended, and 14% are label designs.
Obviously, there\'s a lot of cross.
But the relative importance of the wine label is enough to make it important when selling wine.
If family advice is generated due to trial and follow-up initiated by the label
Labels may affect nearly 30% of sales, according to the recommendationtrials and re-purchases. Mr.
According to Beverage Dynamics January 2016, Kyle sttz: \"With respect to the label, 46% of women expressed interest in the design of\" traditional/Classic/complex.
39% were interested in the appearance of \"fun and novelty\" and 37% noticed the label labeled \"organic/sustainable\" wine.
36% of respondents were interested in \"wit and cleverness\" and 30% were interested in \"benefiting from a career I was interested in.
\"Do you think there will be these reactions in the holographic tag discussion?
These reviews are important because 83% of wine is purchased by women, of which 36% are millennials, and the main focus is not just on the purchase experience of the product itself. With the U. S.
As the world\'s largest wine market, labels are extremely important.
According to Swartz, 53% of women browse the labels.
As Ogilvy pointed out
Frame 1 (
Instead of the \"visual impression\" we discussed \")
Will cause further exploration.
Wine has re-emerged as the focus of growth, thanks largely to millennials.
As a population group, millennials account for about 60% of the total population of the United States. S.
Buy wine for $11 to $20.
However, the labeling strategy is not necessarily driven by the price of a bottle of wine.
At all prices of any product, the product is re-purchased based on the relationship between price and value.
No one will buy Two Buck Chuck, thinking that the quality/value is a bottle of wine to be hanged for 10 years or auctioned at Christy\'s wine auction.
However, at any price point, labels will produce trials for value propositions and communicate with brand strategies.
Trying to show that I\'m not out of touch with reality.
We all recognize that, in addition to personal preferences for particular wines, there are many factors that affect our decision to buy wines.
In this discussion, we focus on tactile and visual issues that lead us to try the wine we see in ourselves for the first time
These are not listed in any order or inclusive.
Weight closure type of label design bottle/product (
Cork or screw top-
Can\'t see the plastic plug under the foil)
Wine description varieties/style names on front and back labels/ava advice to familiarize yourself with wine products (
Friends or retailers or wineries)
By the way: the Chinese wine market has received a lot of attention recently.
Here, labels are very important because of the traditional importance of images and colors.
Interestingly, colors such as red, gold and yellow represent wealth, good luck and elegance.
I stumbled across 2010 research papers written by Vince bonfder of California Institute of Technology State.
The topic of the study is-
Analysis of the correlation between wine design aesthetics and price.
Contrary to the title of the study, it does touch on the issue of wine selection label design.
Based on mathematical and regression analysis, this study examines seven types of rules related to design aesthetics.
After a complex analysis, Bonofede concluded that \"Wine is ultimately something to enjoy, not a walk on a wine Island.
If the wine label is the first thing to attract your attention, enjoy it.
\"That is to say, if a wine label is beautiful for consumers (i. e.
Color, shape, font size, etc. )
, Then the label may have an overall impact on the consumer\'s view of wine (
Bernhard, Martin and trencoso (2008).
I think the holographic label will make progress on the wine label soon.
Of course, the use of these images will promote product trials, conversations, reading information labels, promoting brands, and promoting a lasting product and winery image.
The frequency and impression of this label needs to be explored as an integral part of marketing.
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