6533b7d9fe1ef96bd126c77f

RESEARCH PRODUCT

Semiotic Roadmap for Designing Packaging

subject

description

This paper concerns the main aspects of semiotics of packaging. Packaging has to be considered as a special communicative touchpoint between brands and consumers, since it is a syncretic object (using various languages) with textures, materials, shapes and colours that consumers can see, touch, smell, involving different modes (visual, verbal, tactile) that convey a brand's core values.