Drinking With Your Eyes: How Wine Labels Trick Us Into Buying
on 30/10/13 at 5:17 pmWine
We’re all guilty of it. Even if we don’t want to admit it, we’ve all been suckered into grabbing a bottle of wine off the grocery store shelf just because of what’s on the label. Seriously, who can resist the “see no evil” monkeys on a bottle of ?
But the tricks that get us to buy a $9 bottle of chardonnay — or splurge on a $40 pinot noir — are way more sophisticated than putting a clever monkey on the front.
A carefully crafted label can make us think the bottle is way more expensive than it is, and it can boost our enjoyment of the wine itself, says David Schuemann of , who has been designing wine packaging for more than a decade.
In his new book , Schuemann spills the industry’s secrets about how wine labels tickle our subconscious and coerce us into grabbing a bottle off the shelf. The book is also a feast for the eyes, with about 100 photographs of the sleekest, most eye-catching wine in the business.
“We always make a wine look about $10 more expensive than it is. So then it appears like an even better value,” Schuemann tells The Salt. “We add gold foil to the label or a gold stamping. We emboss the label or add a third dimension to give it a rich texture or tactile feel.”