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Reading 10 (Semiotic Analysis (Consumer idea associations (by visual…
Reading 10
Semiotic Analysis
Consumer idea associations
by visual elements
Empirical
Identify visual codes
Complements the cross-modal correspondences
Carried by visual codes
Conceptual framework
Codes
Defines the product category
Considers visual attributes
Color
Typography
Forms
Illustartions
Material
Deconstructs the package/product
Related with perception
Produce a specific set of meanings
Meaning
Associated with codes
Products selected by it´s
Visual attributes can take different meanings
Takes in account the context
Brand reinforces package meaning
Consumer
Design affects consumers willingness
Consumers with experience expertise more
More cognitive structure
Must be impacted by design
Make assumptions from a shared knwoledge
Graphic Design
Package design
Modifying the package affects
Perception
Brand personality
Critical tool for marketers
Communicate about the brand and product
Tool of communication
between the
verbal
visual
Barthes says
product interacts with package
"anchorage effect"
Visual codes