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What do wine labels mean to consumers? (Semiotics (Saussure (Signs…
What do wine labels mean to consumers?
Package
Visual aspect
Consumer's perception
Message
concrete guidelines
Design
Tool (marketers)
Communicate
Costumers
Association of ideas
Semiotics
Saussure
Theory
Analyzes mechanisms
Sign system
Produce meaning
Signs
Signifier
Physical part (brand)
Color, type, face and image
Package design
Signified
Brand's content
attached to signifier
Peirce
Barthes
Visual communication in commercial context
Framework
Conceptual
Theoretical
Package's visuals
Meaning
Research
Product category
Visual codes
Semiotic study
Meanings
New packages
Consumers
Free-word-association task
Semiotics
Guide tool
Design
Marketers
Methodological approach
Design's deconstruction
Visual attributes
Individually
Specific meanings
Synergistically
Differences and oppositions
Functional systems
Brand identity
Product properties
Interpretation based on rules
Consumers
Individual Characteristics
Gender
Different references
Age group
Expertise
Cognitive structures
Collective personality