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.
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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