Work

Branding strategies in specialty coffee package design: semiotic analysis of visual and verbal signs

Year: 2021

Type: article

Abstract: Packaging is a medium that encourages customers to discover brands and products at the point of sale. It materializes brand identities, communicates product attributes, and thus translates aesthetic and symbolic cultural meanings. How can we explore the different layers of meanings that specialty coffee packaging communicates to consumers? In this manuscript, we apply Peircean semiotic concepts to investigate how different visual and verbal signs are integral to the construction of specialty coffee packaging design in the Brazilian market. We argue that semiotic analysis enriches the understanding of the meanings that the packages construct, considering their communicative potentials and their interactions with consumers during the shopping experience.

Source: e-Revista LOGO

DOI: 10.26771/e-revista.logo/2021.2.01

Authors: Maria Collier de Mendonça, Richard Perassi Luiz de Sousa, Flávia Cardoso

Institutions: Universidade Federal de Pernambuco, Universidade Federal de Santa Catarina, Pontifícia Universidade Católica de São Paulo, Adolfo Ibáñez University

Language: English

Topic: Consumer Packaging Perceptions and Trends

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4206002291

FWCI: 0.228

Cites: 14

Cited by: 1

Related to: 10