seasonal packaging. contents ► brief introduction to semiotics ► semiotic analysis of christmas...
TRANSCRIPT
Seasonal Packaging
Contents►Brief Introduction to Semiotics►Semiotic Analysis of Christmas
Packaging (forms)
What is Semiotics?Semiotics: the analysis of symbols and what they stand for
A symbol stands for something beyond its immediate meaning – a shell is more than a mollusc’s vacated habitat – it represents holidays, warmth, faraway places….
Semiotics is complementary to qualitative / quantitative feedback from consumers – an “expert” view of the interpretation of the signs and symbols used in marketing activities
We all use semiotics everyday
To speed up communications
To project an image to others
To help navigate choice
Why Semiotics is important for packaging success
► Semiotics provokes discussion and provides
practical learnings on the communications symbols, materials, textures, colours, sensory perceptions and design elements in a specific category
► This category knowledge gives designers a vital edge in
an environment where visual communication creates the crucial first impression with the consumer and accounts for over 80% of communications intake
Semiotics – Residual, Dominant and Emergent codes
When analysing a market sector using semiotics, themes become evident:
►Residual: long-established, from the past, less used today (sometimes revisited by brands looking to re-inject basic category values)
►Dominant: the most common codes used by leading brands
►Emergent: new codes being used by a few brands
Semiotics – typical feedback from clients
Semiotics added a deeper layer of insight to our
understanding of the category
I can now explain more clearly the reasons behind
our design ideas
I learnt more about the fundamental design elements for our brand in the last two hours than I have working on
it for the last two years!
Using semiotics at an early stage saved us a lot of time in the later stages
of the project
I now ask more questions about the significance of the elements included in
our brand designs
Semiotic Analysis of Seasonal Packaging Forms
Why use seasonal packs?• Promotes brand engagement: we share in your
important celebration and make gift-giving / Christmas entertaining easier for you
• Creates brand differentiation: on-shelf and in-home • Encourages brand trial from non-users – the
seasonal need predominates over habitual choices
So brand packaging should communicate seasonal in the most
effective way….
Parcels, ribbons, cornucopia► Parcels wrapped up in
Christmas paper and ribbons:▬ Special ▬ Surprise▬ Desire to please▬ Gifter has made an effort!
► Cornucopia / horn of plenty: ▬ Plenty, generosity, free-
flowing fruitfulness▬ Origins in mid-winter pagan
celebrations▬ In USA linked to
Thanksgiving
Residual
Display gift boxes – convenient but somewhat commoditised
Dominant► Transparent lid shows
gifter what they’re giving
► Card lid is replaced to maintain surprise element for giftee
► Often gift-wrapped in-store
► Look like “the easy option”
Christmas shapes – look special and stand out on shelf
Dominant► Tree► Stocking► Snowman► Snowflake► Father Christmas► Star► Bell► Cracker► Pudding► Etc, etc
Packs with onward use – year-long brand engagement and presence
Dominant► Added value of
onward use of packaging
► Promote year-round brand presence in home
► Deliver brand engagement if conversion to onward use is correctly fulfilled
Conversion to cake tin
Conversion to cake tin
Conversion to make-up storage drawer
Novelty packs with wow-factor
Emergent► Deliver specialness
and surprise► Particularly good
for sharing items e.g. biscuit tins, sweets
► …think about what your target audience value
Christmas puzzle biscuit tin
Musical Christmas biscuit tins
VW camper van confectionery tin
Cornucopia – return to traditional values?
Emergent► Plenty / generosity
particularly valued in time of austerity
► May become mainstream in UK like Halloween imagery
Ikea 2013!
Special insider messages for giftee (1)Emergent
► Insider Comms to combat commoditisation of the gift pack: something special inside that gives giftee closer brand engagement
Aesop gift tins are themed on the Italian Futurist Art movement; a brochure about the products and art movement folds in various configurations to protect each product
Special insider messages for giftee (2)Emergent
► Insider Comms to combat commoditisation of the gift pack: something special inside that gives giftee closer brand engagement
Special insider messages for giftee (3)Emergent
► Insider Comms to combat commoditisation of the gift pack: something special inside that gives giftee closer brand engagement
Divine Chocolate Advent Calendar with Fairtrade and brand info on back
…and don’t forget aroma!Emergent► Christmas has strong
aroma links, particularly spice and Christmas tree pine
► Aroma gives extremely strong semiotic associations and can be incorporated in packaging
