We all know that wine is usually a shade of red or white, but what about the colours that go into the label? How are these chosen and what’s their relevance?

Well usually they’re picked because the winemaker or owner likes those colours, without much thought to customers and human behaviour. However, in Margaret River a small family owned boutique winery has used colour theory to redesign its labels to appeal to customers buying behaviour.

Olsen Wines has rebranded its wines, choosing a striking orange and yellow swirl pattern, with a strong gold foil to stand out amongst other wines.

We wanted to get the bottle of wine to jump off the shelf. Research has shown that if you can get the bottle in someone’s hand, then invariably it will end up being purchased.

We used orange which is an extremely vibrant and energetic colour for the main logo; to catch peoples eye, to say, oh what’s that?

This was a key strategy in differentiating the wine from others.The product is a premium Margaret River wine, so the label was completed with a strong white background with gold foiling above and below the Olsen name to denote sophistication and elegance.