Many factors influence the consumer’s choice of a particular vodka. But first, it is necessary to attract the consumer’s attention. We will tell you how to do it effectively.
Going to the store for this or that product, including vodka, the buyer faces a wide choice of goods. Anyproduct on the shelf is necessarily considered bythe consumer in comparison with many competitors standing next to it.
Since the consumer chooses a vodka based on his budget, he first considers those vodkas that suit him in terms of price (mid-price, economy or premium segment). Then, as a rule, there are two ways to make a decision to buy a particular vodka:
1) based on previous own experience, the buyer takes a certain product;
2) looking at the shelves with many bottles, he will choose the one he likes the most. And this is influenced by the design of the bottle itself, the design of the label and the counter-label.
Incentivize your first purchase with:
- Promotional offer;
- Correct positioning – relevant to the consumer at the time of purchase.
- The presence of a unique highlight – an unusual technology of packaging/label production;
- and through visibility on the shelf (bright or unique saturated color).
Positioning and unique technology are very important, but consumers may not pay attention to them if they pick up a competitor’s product. In order to distinguish themselves on the shelf among similar products and to attract the attention of consumers to their product, manufacturers use the so-called counter-label tinting effect. The use of a double-sided back label creates an optical lens effect, the images on the bottle become three-dimensional, and sometimes even the impression of illuminating the bottle from below is achieved.
What is a double-sided counter label for a bottle of alcohol?
A double-sided counter label (sandwich label) is a label that is glued to the back of a bottle and has text information or any graphic elements (images) on both sides.
A classic example of a double-sided counter label on a bottle of vodka is an image that is clearly visible through the bottle (when viewed from the front), and the back of the label contains basic information about the vodka and its manufacturer.
The lens effect on a round bottle
The lens effect on the round bottle is achieved by using a transparent label on the front of the round bottle and the transparency of the vodka. The lens effect of the round bottle, in turn, creates an illuminated and magnified effect on the counter label, making the picture appear three-dimensional.
A bottle with volume effect and backlighting becomes more noticeable on the shelf among competitors and attracts more attention. Vodka “Morosha ” impresses with its design – having no analogues in the market, with an unusual and new design vodka quickly gained popularity among consumers. And the constant quality of the product in just a few years made the brand a recognizable brand and allowed it to become one of the leaders in the market. And here’s howMoroshalooks on the shelf in a supermarket:
The old design of Nemirovskaya vodka and the design of Ice Spring vodka are also examples of bottles with a lens effect:
In the design of such bottles, the image on the counter label is clearly visible through the bottle and creates an impression of volume. However, it is worth noting the advantage of “Ice Spring”: in the line of names the image on the counter label does not change, only the color of the backing (blue, green, gray). In Nemirovska’s line of names, the image on the counter label also changes, which does not contribute to brand memorability.
“Ice Spring” on the shelf stands out among the bottles and, as you can see from the photos below, gives the impression of illuminating the bottle from within:
Double-sided counter label, lens effect and flat bottle
The lens effect on a flat bottle is present on the edges of the bottle itself. Most often, a flat bottle is labeled with a maximally transparent front label and a sandwich counter-label with a large and bright image on the back side. An example of such a vodka design is the flagship of the vodka industry in Ukraine – “Khlebnyi Dar”. This is howKhlebnyi Darlooks on the shelf in a supermarket:
The World Tradition and Green Day vodka are also successful counter label designs on a flat bottle.
The counter-label on these flat bottles is actually small, but due to the lens effect on the edges of the bottle, it gives the impression of a wide image that completely covers the bottle. This is what these bottles look like in person:
The entire product line also stands out beautifully on the shelf. “Flat” images on front labels are less likely to attract consumer attention, while “volumetric” images make consumers stop and look at the bottle up close. It is well known that once a consumer gets his hands on a product, he usually buys it.
For clarity and comparison we offer you to see how other bottles of vodka look like on the shelves in supermarkets in Ukraine:
Conclusion
- One of the best ways to make a bottle stand out on the shelf is with a sandwich counter label.
- On round bottles, it is better to make a contric on the lumen without a clearly marked pattern, and give highlighting just with color.
- Images with a complex subject will be best viewed through flat (flask-shaped or corkscrew) bottles.
Finally, we would like to remind you that KOLORO branding agency specializes in creating alcohol brands. For each brand we create not only label and counter-label design.but also reinforce it positioning and a unique selling proposition. If the client wishes, we can also develop a unique bottle shape.
To calculate the cost of this or that service you just need to fill out the contact form or call us at tel: 057-760-26-05 or 099-618-87-50.
