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What does your wine label mean to consumers? a semiotic investigation of…
What does your wine label mean to consumers? a semiotic investigation of Bordeaux wine visual codes
Package
Visual aspect
Perceived by consumers
Modifying
affect perception
Taste expectations
Package design
Critical tool for marketers to use
Visual aspects
communicates meanings
Generates meaning for consumers
Semiotics
study phenomenon of visual communication
Semiotic analysis
wider than the interpretation
Semiotics of reception
Search in which the conclusions of semiotic studies put up against consumer perception
Good way to anticipate consumer idea
Anticipate the association of ideas
Text imperative
structuralist tradition of semiotics
Codes
Visual codes
Interpreted the meaning associated with these
Interpret their significance
Context
Specific visual code
Produce specific meanings
Methodology
Saussure
signs 2 facets
Signifier
physical manifestation of the sign
signified
Attached to signifier
Principles
Deconstructing package design into visual attributes
Identify differences among visual attributes of binary oppositions
Interpretation of an extensive review of the literature.
Visual attribute
different meanings
context
Interaction with package