(Forbes) - “I buy wine based on what the label looks like.”

Some people say it proudly, others say it shyly. Some say it sheepishly, others say it as though confessing.

But whatever the sentiment behind it, label design is referenced as a distinguishing and deciding factor for consumers who face the sea of options presented on retailer or grocery store shelves. Wineries know this too, and accordingly invest marketing dollars into the finest details of a label’s color, layout, and presentation.

When it comes to the “visualization of wine,” the image counts — whether we’re talking labels or, now, tasting notes.

Zelda Sydney, an illustrator in Vancouver, is expanding the definition of wine imagery by stepping outside the parameters of traditional label design.

Sydney, who is WSET Diploma-educated and also works in wine retail, is the author of the new Wine World Colouring Book and an “animated” tasting notes series on Instagram. (See the image below for an example from Instagram, and click here to view the animated versions.) The animated tasting notes are fresh and lively and, more importantly, they’re intuitively understood by a wine-drinking public that’s increasingly drawn to images and video.