(WB) - How does a winery manage to create a label that stands out on the shelves in stores hundreds of new labels are launched every year?

First obtain customer feedback, according to Nielsen.

“We know that objective feedback is really critical,” Nielsen vice president Jessica Gaedeke said.

On Thursday, Gaedeke and Brad Mayer, senior vice president of marketing for Seattle-based Precept Wine, presented evidence-based case studies on Precept Wine-owned brands packaging. They were among the presenters at Wines & Vines’ annual Packaging Conference in Yountville.

Nielsen in 2016 launched a program to measure design effectiveness called the “Opt-in Design Category Audit.”