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.
ilaria ventura bordenca (2015). Semiotic Roadmap for Designing Packaging. In Rossolatos G. (a cura di), Handbook of Brand Semiotics (pp. 200-234). Kassell : Kassel university press.
Semiotic Roadmap for Designing Packaging
ilaria ventura bordenca
2015-01-01
Abstract
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.
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