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Cold black packaging has become popular in the packaging design market, perhaps to look “high-end”! In other words, when it comes to “high-end products” and high-end packaging, people always subconsciously look for black. Some people interpret from a psychological perspective that most luxury brands choose black and white, which is actually to reduce the impact of color itself on people’s emotions, and give birth to a “high-end sense”, which is easy to show the noble image of the product.
The main body of the outer packaging is the use of color. When we observe color, we will have different feelings, some functional and some emotional. Functional feelings include feelings about the coldness and warmth, thickness and lightness of colors, which are formed in long-term life experience and are affected by a certain growth environment. Foreign scientists have conducted experiments. People in a pure red room will become anxious; while people in a blue room will be calm and contented. This shows that color has a certain degree of influence on people’s psychology.
Among the thousands of colors in nature, the only one that absorbs the seven colors of the sun is black. Black can absorb the other seven colors of light, which also makes black objects present their own pure color. This achromatic characteristic makes black widely favored by designers. From the definition of color, black is achromatic, but because of the special psychological feeling it brings to people, it is chosen and defined by humans as a psychological color tone and given diversified meanings.
In the eyes of domestic and foreign designers, they also particularly prefer black tones for vodka or rum packaging. There are many visual psychology, marketing, cultural and technical reasons behind this. It is not accidental, but a market-proven strategy. Below we will make an in-depth discussion from three aspects, hoping to give various wine brands some inspiration when they are making the initial designers of the liquor product.
Ⅰ. Advantages of black-toned glass packaging
1. Black is a color that represents high-end, elegant, and mysterious, and is often used to shape the image of luxury goods or mature wines.
For spirits that are easily decomposed by light (such as wine, whiskey, etc.), black outer packaging can effectively avoid light and prevent ultraviolet rays: prevent the wine from oxidizing and deteriorating; compared with traditional green or brown bottles, black can block light more thoroughly. Black don’t allows consumers to see the inside of the alcohol in glass bottles, which adds a sense of mystery.
2. Paired with gold and silver fonts, it has a strong visual impact
The black empty glass alcohol bottle is matched with gold, silver, UV printing and other elements, which has a strong contrast and a stronger texture. It is very eye-catching on the shelf and is often used in holiday limited editions, high-end series liquors, nightclubs, bars and other sales places with a strong atmosphere. The glass packaging of many high-end gin or rum is mainly black, with gold fonts and packaging. Black is calm and atmospheric, and gold is dazzling. The two complement each other and show luxury and nobility. This design seems to be telling the mellow quality and long history of the spirit inside, so that people can feel its high-end positioning at a glance.
3. Differentiate from mass products and increase recognition
Many low-priced wines or alcohol use transparent or green glass bottles, so black bottles automatically establish differentiated positioning and form brand personality. For example: the same crystal head vodka glass bottles compares to the transparent one, if the skull head sprayed in black, which immediately gives people a more professional, unique and mysterious impression.
Ⅱ. Application of black technology in deep processing of liquor bottles
Every bottle of spirit is like a lady, with its own unique personality. Before the sigh of opening the glass vodka bottle, we cannot experience the various styles of the spirit. Only the unique appearance design is the visible splendor conveyed to us by designers and winemakers. As the lady answered in Amanda Forman’s novel “The Duchess”, the Duke asked his newlywed wife: “I don’t understand why women’s clothes are so complicated.” The lady replied: “Because this is the way we express ourselves.”
The outer packaging is the direct way for wine to express itself. It plays an important role in conveying brand information and stimulating consumption. It is the carrier of wine or alcohol culture. Most of the spirits are colorless and transparent liquid. Apart from brand endorsement, even if its brewing process is complicated and extremely ingenious, consumers cannot feel its quality without tasting it in person. In supermarkets, it is obviously impossible to open a glass bottle to hold liquor and taste the whiskey. At this time, exquisite packaging design is needed to attract people’s attention. At this time, the various shapes and deep processing designs of whiskey glass bottles are the most intuitive expression of wine brand culture and tonality.
There are many similarities between clothing design and wine packaging design. Clothing is the outer packaging of people, and the outer packaging of wine has the same nature. They are all external displays of personal connotation and personal value. Black clothing can be called a classic, and the black body design of wine has a large number of fans internationally.
Design director Eren Saracevic designed a wine for the Spanish wine brand San Miguel. The whole is black, and the black bottle presents a sense of mystery. The creative combination of black and white photos attached to the bottle stickers makes the overall temperament of the beer retro and modern. Once launched, it has received rave reviews.
How to achieve these visual shocks?
In order to realize the bold ideas of designers, the masters of the glass deep processing factory give full play to their own advantages, use various techniques combined with more and more advanced technologies on the market, and the effects that can be presented are also brilliant. If you want to customized bottles with liquor bottle manufacturers, the following are the commonly used processes for deep processing design of black glass bottle to store alcohol that I have summarized that you can consider:
1. Spraying black paint (spraying glaze):
At present, various technologies are becoming more and more mature. Spirit bottle supplier and deep processing factories can not only make semi-transparent black, opaque black, matte black and glossy black, but also partially spray color, such as spraying only the upper half of the bottle body, and the lower half is still transparent, etc. There are more advanced technologies, such as paint with ice pattern feel and gold sprinkled effect on the black surface. Paint with black skin feel, etc., to meet the texture requirements of different brands.
2. Silk screen + hot stamping process:
Black is matched with different ordinary colors or hot stamping metal color logo decal baking, and the front label and back label can be directly silk-screened on the entire glass spirit bottle body; or use hollowing to display your own logo, etc., multiple processes.
3. Labeling: Use high-quality black labels to match bottle color design.
The fancy glass liquor bottles body retains transparent color, and is matched with high-quality black labels to highlight the tonality. Or black and white contrast, such as spraying black on the bottle with a white label or spraying white on the bottle and making the label black, etc.
Ⅲ: Psychological and cultural reasons
In most cultures, black represents maturity, power, and restraint, which is suitable for the attributes of “aging”, “mellowness”, and “manliness” emphasized by alcoholic products;
Consumers have formed a potential perception of “black bottles”: “black glass bottles = more expensive = better”, which is a means for brand design to leverage market psychology.
In short, black glass bottles of different brands are not randomly selected, but are based on the need for product protection or light avoidance; market positioning strategy (high-end, differentiated); consumer visual preferences (luxury, mysterious); packaging design effects (matching with metallic colors to enhance texture) to form a mature and effective packaging law. If your brand has not yet positioned the main color, why not let your designer try black! It will definitely give you a refreshing feeling.
