Color Psychology 101: Colorful Packaging Design for Wine

When creating the packaging design for wine bottles, there is one thing you need to remember: catch your customers’ eyes, and they’re more likely to stop! The average supermarket or department store wine rack carries anywhere from 50 to 200 bottles of wine. Your wine label and packaging is going to have to be very eye-catching in order to stand out from the rest.

The key to arresting attention: color. Color does more than just catch the eye; it also communicates feelings and emotions to your mind. Understanding color psychology will help you get the packaging design for wine bottles just right.

Here is what you need to know about the colors you should use for your wine labels and packaging:

Red – This is the most commonly used color for wine bottles, simply because it tells about the wine itself. Dark red is often used for rich red wines like Shiraz or Merlot, while bright red is ideal for Pinot Noirs and softer wines. Red promises energy, warmth, and vigor, making it an ideal color.

Green – For bright wines like Muscat or Vinho Verde, green is an ideal color. It is a happy, relaxing color, but it can also hint at the rich, unique flavors that make these wines so highly sought after.


Pink – Pink is often a tranquil color, but when on wine bottles, it usually hints at the flavors of peaches, berries, or flowers. If you have a wine with heavy floral notes (think a White Zinfandel), pink is an ideal color to tell potential customers what to expect from the wine. It can also add brightness to the label of a deep red wine, or can tell customers that their dark red wine is lighter than the color suggests (like for a Pinot Noir).

Black – Black is a color that suggests stability, rationality, and virility. On a wine label, it usually hints at deep flavors (tobacco, smoke, oak, chocolate, etc.). It can make your label feel “authoritative”, and is the base color for most wine label text.

Deep Brown – This color pairs wonderfully with red and black, and it gives your label a classic, traditional feel. It’s not the most eye-catching color, but it can be paired with brighter colors for more appeal.

Of course, there are always colors like blue, yellow, purple, and orange, but they are harder to match with the deep red of your average wine bottle. They all have a place in packaging design for wine and beer bottles–you just need to know how to use them right!


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