Field Report:

The Non-Glamorous Side of Photography

Developing Your Photography Brand Part VI – The Wine Label Test

In the previous segment of these articles on photography branding I touched upon the concept of brand identity. The reason why I bring that up is because I heard a story the other day about two bottles of the same wine packaged with different labels. One label looked fancy meanwhile the other one looked cheap. When a group of ten people did a wine tasting test not knowing that both bottles had the same identical content, nine out of the ten people preferred the wine that had been poured from the fancy label.  They felt that the fancy label wine tasted better so therefore the conclusion from that study was that wine with effective marketing tastes better than wine that isn’t marketed well. Taste is all a matter of perception after all. Perception is all in the mind. So where does that leave your photography?

It’s all about how you present yourself and your work. For example, if you aspire to be a luxury wedding photographer then it wouldn’t be in your best interests to have a website that looks like it dates back to 1998. You’ve got to present yourself as being relevant.


March 6, 2009 - Posted by | Marketing | ,


  1. This is so spot on Richard!

    Comment by Sherri Meyer | March 6, 2009 | Reply

  2. Thanks Sherri.

    Comment by Richard Wong | March 6, 2009 | Reply

  3. […] it is about serving clients or building a fan base. It goes back to the wine label test (URL:…) that I wrote about on the blog. Chase Jarvis is probably the photographer that does this the best. […]

    Pingback by New business model for photographers: Social media and twitter, solutions? |Out of Focus| A blog by Younes Bounhar | May 19, 2009 | Reply

  4. That’s so true – about wine and marketing. Every time we go shopping for a bottle or two of wine with my wife, she would always go for a fancy shaped bottle or a label. And she is the main critic of all my online projects. I guess they really need to get updated.

    Comment by Andrei Filippov | August 5, 2009 | Reply

  5. Thanks Andrei. Books do get judged by the cover whether it’s fair or not.

    Comment by Richard Wong | August 5, 2009 | Reply

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