|some good labels|
1.) can I afford it?
2.) does the label make me smile?
Since I have to be picky about spending money, and since I don't really know what clarity, nose and palate mean, I figure that I'm going to choose my wine based on something I can appreciate: good visuals and a sense of humor. I'll give my money to the winemakers who take the time to make a nice looking label or come up with a clever name.
Anyone can grow grapes and slap a boring chateau drawing on a bottle, but who can be yummy and witty and look good, too? They're the ones I want to buy from. I want a label that makes me smile, or better yet laugh. And I'll even pay a little more to get a smile from the label.