Introduction: Transforming a Challenge into an Opportunity
The European regulatory environment is always in flux, and recently there has been a significant change affecting the wine industry. Regulation (EU) 2021/2117 has introduced the obligation to provide more information about wine via a QR code on the label. At first glance, this might seem like a complicated challenge for wineries, but is it possible that this change is actually an opportunity in disguise?
From a broader point of view, this regulation is excellent news for the wine world. The inclusion of the QR code on labels frees up valuable space that can be used to enhance marketing information and encourage greater communication with the consumer. Let's see how.
Room to Innovate: Enhancing Design and Marketing Strategy
By incorporating the QR code, which contains detailed information about the wine, the need for text on the label is significantly reduced. This additional space frees designers from information clutter, allowing them to concentrate on a cleaner, more appealing aesthetic.
The result is a more readable and visually impactful label that can better capture the consumer's attention, strengthening brand identity and allowing the wine's story to be told more effectively.
Moreover, this additional space also opens up a range of possibilities for the wineries' marketing strategy. They can give greater prominence to their logo, introduce more eye-catching graphic elements, or even experiment with innovative techniques such as augmented reality. Here are some ideas:
Focus on the logo: A prominent logo can help improve brand recall and position the wine in the consumer's mind.
Go for the art: Some wineries are collaborating with artists to create unique labels that can become real visual eye-catchers.
Tell a story: Use the space to tell the story of the wine or the winery, helping to create an emotional bond with the consumer.
Include award badges: If your wine has won awards, proudly displaying them on the label can increase the perception of quality.
Explore with augmented reality: Some wineries are using augmented reality to offer consumers unique experiences when they scan the label with their phone.
Wine labels thus increase positioning at the centre of wine marketing, capable of attractively and effectively reflecting the brand personality and character of the wine. This can result in increased brand visibility and thus sales.
Conclusion: Innovation and Evolution in Label Design
Regulation (EU) 2021/2117 represents a regulatory change that, far from being a barrier, can result in a strong impetus for creativity and innovation in wine label design.
Thanks to the introduction of QR codes, wineries have the opportunity to reimagine their labels, freeing them from excessive text and introducing more powerful and engaging visual and narrative elements. This, in turn, can help strengthen the connection with consumers, enrich the shopping experience and enhance marketing strategies, resulting in a competitive advantage for wineries.
Like all change, it requires adaptation, but with a creative and strategic vision, wineries will be able to turn this new obligation into an excellent opportunity to stand out in the market and connect in a deeper way with their consumers.
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