Wine lists are the first point of contact with the customer so producing one that really drives sales for your business can make a big difference to your bottom line.
Matt Ellis, Bibendum’s Head of Design, explains how design can influence tastes and increase sales.
The Basics
A good list is all about well-executed typography. It has to be;
- Clear
- Legible (often under low-lighting)
- Informative
- Encompass the identity and values of the venue with its design
In its purest form a wine list is data visualisation, taking a basic product list and prices and creating an easily navigated, organised and attractive proposition to the customer.
There has been a lot of research into the way people interact with lists. Two important techniques that have been widely used to improve sales are ‘hot-spotting’ (for example, putting more profitable items in the top-right corner) and ‘friendly pricing’, removing £ signs from numerals.
Smart design engages people
“The only important thing about design is how it relates to people” – Victor Papanek
An attractive wine list will entice the customer who didn’t want a glass of wine to pick it up; a smartly designed list will convince the customer to purchase what you want to sell.
Most lists make it very easy for someone to make a purchasing decision based on price or familiarity – a recognisable grape variety, for example.
A great list prompts people to think about the occasion, the food they are eating, and what they actually want. It can lead to them discovering something new or exciting, whilst still being comfortable to read and simple to understand.
The goal is to engage and excite customers about your wine range without confusing them or making them feel intimidated.
We are constantly looking at ways of improving and developing what we already do here at Bibendum, always thinking of new and more creative concepts to support your business and connect with your customers.