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Ernest Valtri On Wine: Which label to choose?

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Vinho Verde, or “green wine,” is an interesting wine from northwestern Portugal that I’ve been brushing up on lately. White versions of Vinho Verde pair terrifically with nearly any seafood, and particularly well with shellfish. Not surprising, as Portugal has a large Atlantic Ocean coastline.
It is, however, a light, slightly acidic, low alcohol, refreshing wine best appreciated on a hot summer day. So why bring it up in February with snow and ice on my doorstep? Marketing.
Looking at the Vinho Verde selection in my local wine shop, I realized all I knew about it was what I just wrote. With only minimal experience drinking it, how was I to decide what to buy? Or should I just leave that decision for July contemplation?
Not familiar with any of the brands in front of me, I charged ahead and bought two bottles. The only things I had to judge my purchase on were the prices and the label designs. Yes, I’m a retired graphic designer, but label, and package design in general, are impactful regardless of what you do. And that impact can often be subliminal. Designers know this.
Without going too deeply into detail, designers of such things are simply trying to get, and keep, your attention, while impressing you with “buy me!” information. The “get, and keep, your attention” part is critical, as shoppers in my current Vinho Verde situation (ignorance), are likely glancing at lots of products for less than a second or two each.

In the case of wine, the label may be wild and crazy, conservative, or anywhere between. The information offered may be minimal or complex. Color is critical. How many blue wine labels have you seen? Not too many, as blue isn’t a color we associate with wine. Even the shape of the bottle, the color of the glass, and what kind of closure used (cork, twist off, etc.) are all things designers consider at length.
I usually know enough about what I’m after to make an informed decision. Or I’ll buy something someone has suggested. But lacking those tools, I either go home and research further, or I’ll just go with my personal sense of aesthetics, cross my fingers, and head for the checkout line with something new.
Do you do this with wine? Do you do it with any product anywhere? Sometimes you may be doing it without even realizing … and that’s a marketing success. Check out those Vinho Verdes and see what happens.

Ernest Valtri of Buckingham is a sculptor, graphic designer, and a former member of the PLCB’s Wine Advisory Council. Contact Erno at ObjectDesign@verizon.net.


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