Two examples of how diverse you can be in making your label. Above are two of many labels that were entered in the 2006 WineMaker Label Contest. Jim Dotson of Winter Garden, FL got the Grand Prize for his Pinot Blanc label. Brian Hoffmann of Madison, WI got the Silver for his 2006 Merlot label. One represents a sophisticated piece of contemporary art while the other is a doodle of “How do you make wine?”
In the early ‘80s I wanted to become a microbrewer. One of the first things I did was to meet with Fritz Maytag, the owner of Anchor Steam Brewing Company. Fritz bought the company in 1965 after learning it was going out of business. He liked the beer and believed he could turn it into a successful enterprise. During the ensuing years he transformed it into a successful microbrewery with “a large following.” One of the first things I asked him when we met was, “Why do you use a non-traditional bottle that only holds eleven ounces and not twelve?” After a few moments of silence, he responded, “Packaging. I have a very good beer, but your eye gets the first taste.” The same holds true for any beverage, including wine.
Part of the home winemaking experience is creating a label and putting it on your bottle of wine. The label is an extension of the winemaking process and further expresses the pride you have for your wine. The ideas I am presenting here provide a starting point to get your creative juices flowing.
Label Information
Commercial wineries make sure the brand name is the most prominent item on the front label. Other standard information includes varietal or type of wine, appellation (if appropriate), alcohol, vintage, and other notes of distinction. You can do the same.
You might want to consider using not only a front but a back label. The front label is most predominant and gives the initial impression, while the back label provides the home winemaker with a great opportunity to express how he feels about winemaking or the wine in particular. This is where you can have some fun. Take this opportunity to brag a bit, or talk about what led you to make this particular wine, the origin of the label, or even to remind people to return the (well-rinsed) bottles when they’re done.
A Few Design Tips
Choose the label size that suits the bottle. Choose the design that fits the label. The label on Bordeaux-style bottles (bottles that are tall with a defined shoulder and neck) can be as high as 6 inches. For Burgundy-style bottles (tapered from about half way up the bottle) the label can be about 3 inches high.
Avoid making disproportionately wide labels. The rule of thumb is to have a label that can be read entirely without turning the bottle. Keep a 1/8-inch margin around the label with no text or graphics. This gives the label a clean look.
Choose colors to achieve your purpose. If you want to create an upscale or formal mood, use muted tones such as subdued blues, burgundies, and greens. For a more fun mood choose primary colors. Use dark letters on light backgrounds and light (or bright) letters on dark backgrounds.
Photos and clip art make nice graphic elements, but use only one per label. More creates clutter and confusion. Graphics should be in proportion to the size of the label. If the graphic you choose covers the entire label, fade it so the printing will not be lost in the graphic. Remember contrast: dark type over light-colored art and light-colored type over dark art.
If you want to put a graphic in the center of the label, place it lower than exact center. This will prevent the label from looking “top heavy.” The alternative is to “anchor” the photo with a strong, bold headline.
Using Text
Use text sparingly if there are graphics on your label. If you have a lot to say, create a back label. Go easy on script-type fonts. They can be hard to read. An important rule to remember is to avoid using more than two fonts per label. You can use more, but your label will look funky, not clean and professional.
Making It Stick
It is important to choose the correct medium for your application. Self-adhesive paper is convenient but may be difficult to remove if you plan to reuse your bottles. It is important to match the paper with the printer ink as well as where the wine bottles will be stored before opening. Use a printer that doesn’t have water-soluble inks. You wouldn’t want the ink to run if the wine is chilled and condensation appears on the label. Another consideration is the surface of the paper you are using. Glossy paper can cause ink to run or splatter during printing. Matte paper may cause the inks to dull.
There are many procedures and methods to design and produce an attractive label. The key is to get comfortable and practice using programs or graphic tools that you are comfortable with. After designing your label, use a prototype; apply it to the type of bottle you intend to use, and welcome feedback from others whom you respect. Most importantly, have some fun.
Jack Bertram is a Sonoma resident and brings a unique prospective to home winemaking. He is the President of the Valley of the Moon Dilettante Society (VOMDES.org)
