In our time, wine packaging – it's not just a means to protect the goods from external factors, it is still communicating with the buyer directly. The main tasks of wine packaging – easy to transport and transfer of information about consumer country – and the company-producer. That is, packaging also carries the communicative function. Design Studio 13 First stage of communication with the consumer begins to color, shape, texture, and continues in usability, stability, economy, etc. A variety of packaging designs help us to distinguish from other drinks and beverages can look individually. 'Colour – is the fundamental language of the package: this is the component of the package causes an immediate and most powerful response: it communicates with the consumer in a non-verbal, unconscious level. " (Thomas Hine).
Color, shape and texture of wine packaging affect the consumer's subconscious level. For example, most manufacturers of alcoholic beverages "dress" their brands, brands in the green and white, which speaks of the purity, freshness and naturalness of wine, and the predominance of dark colors shows status and exclusive of wine packaging. In most cases, the color of a play by the use of frosted glass, which is associated with the heat, the refraction of sunlight, increases the commitment of the buyer to brand. Sometimes the question is: Because the quality of the goods must play a central role? But after research revealed that the phenomenon is peculiar to man 'transference feelings', under which the product in a cheap package for its use seems less quality. Experience shows that a transparent wine label creates a consumer association with the elaborate process of manufacture.
For example, several consumers of alcoholic beverages has been proposed to compare the quality of the goods in the same bottles with paper labels and transparent wine. Experience has shown – they saw the product, packaged in a bottle with a transparent label as a quality and pleasant taste. Even a small piece of wine packaging gives the brand more valuable and exclusive. Suppose, for a wine package adds only a pen, it increases user-friendly packaging, and this creative idea in a few times can increase sales without spending a penny on advertising. It is known that most products are bought spontaneously and at the time of purchase the consumer it communicates with the package. Packaging not only attracts attention, it is still capable of over 5 seconds to inform the consumer about the quality and properties of wine. But not all of the information is printed on the front side of the package, using the principle of 'reasonable minimalism'. Packaging must look original, exclusive and not too elegant, not to retire thus the target audience. After all, the manufacturer has only a few seconds to present their goods and make a positive impression. Any visual image shows the inner contents. Cheap, sloppy wine packaging, can reduce all efforts to position products to zero. C using the package can be kept up to date product, giving him a new visual identity and this is another marketing ploy campaign, as well as advertising, and successful realization of the goods can easily push products on the market and be a tool in the fight for the buyer. A survey in Russia showed that 28% of consumers when choosing a drink guided by information on the packaging and only a few percent – on advertising as seen on television.