Consumers and Craft packaging for beer have an Interaction
In a 31 gallon. barrel of beer made from craft,, there could be 250-16 oz. cans of beer that have labels that explain the characteristics to the beer. The trick is making sure that the messages sell the beer! That's the basis of the science behind label design.
Labels are the information on the package that is designed to encourage purchase, trial and recognize the identity of a brand.
"If it doesn't sell, it isn't creative," David Ogilvy said. Ogilvy was an infamous advertising executive born in London who relocated to Manhattan. He was a firm advocate of research as a way to limit risks in sales processes. Labels, as a marketing tool for craft beer can be a prime source to push the limits of label design because, after all, labels are known to extend the limits of design. "To get the results and sales that you're after, you must stand out, be unique, and present creatively," says Kreative Agency.
Labels are legally required and the white space that is on a label when legal requirements are satisfied, can be viewed as an advertising canvas which, if designed in a creative manner, can drive sales. Taproom designs (when focussed on appearance and feel) can drive sales and information about brands however, the taproom is not only a single location, while labels are more widespread (grocery stores or events and restaurants and Total Wine... ).
Let's take a look at how to create an effective advertising strategy for labels based on the parameters of solid research results. We frequently say that we'd prefer luck over clever, but the truth is that luck isn't an effective factor in the creation of sales and trials.
Understanding the needs of the consumer isn't only about research on demographics of the market but also about generating trial, conversions, and loyalty. Growth and competition for a brewery are both connected with brand recognition and getting consumers to try an alcohol. A recent study, conducted the website The Packaging School, shows that 65% of people who shop for craft beer want to sample new beers. part of the beer experience is influenced by the brand.
It is interesting that biometric research against qualitative surveys suggests that consumers are often unaware of the reasons behind the decision-making process to purchase an item. The majority of what influences a purchase is determined by the experiences we have in our subconscious. The decision to buy a new beer from a craft brewery is usually made within one second of seeing the beer's name on the shelves, either in a single bottle or as the form of a multi-pack.
Based on research conducted on the marketing of craft beers presented in the 2020 Craft Beer Conference reported in Package InSight and CODO Design Label designs can change as consumers' preferences, attitudes and tastes evolve. But, we also see that the majority of beer brands from the past do not alter their labels because of branding concerns and an old-fashioned brand image.
The wine industry too is rethinking the significance labelling in the psychological aspect for selling wines. A good example is provided by David Schuemann of CF Napa Brand and Design. "We are in a Millennial-driven market and there's been a movement (in labels) toward more modernity and the kind of avant-garde visual cues you associate with U.S. wines; not so much with European wines."
If you take a look at the labels in the craft beer industry today, they have gambit-dark designs or even weird characters minimalistic graphics, bright, pop art, the use of characters, photography that are flippant, sexy, etc. There doesn't appear to be a standard for the design of labels. As an example, you can compare two labels for craft beers The first one I describe as extremely minimalist (Pliny The elder-a Russian River Brewing IPA) and the other is an avant-garde styled label ($60 Nachos, produced through Hoof Hearted Brewing), They are opposites in their design philosophy, yet both have been very successful.