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.
Highlights
Brands deliver meaningful benefits to consumers such as perceptions of quality, brand experiences, symbolic relationships, and senses of identity (Oswald, 2012) through tangible and material branding elements: logos, packaging, ads, etc. that express, communicate and visualize the brand (Wheeler, 2008)
Iconic effects or photographic records of aesthetic-significant elements such as suggestions or impressions of sewing and embroidery were observed on the packaging
The photographic records printed on the packages were considered index or indexical signs and the other graphic decorations were considered iconic signs
Summary
Brands deliver meaningful benefits to consumers such as perceptions of quality, brand experiences, symbolic relationships, and senses of identity (Oswald, 2012) through tangible and material branding elements: logos, packaging, ads, etc. that express, communicate and visualize the brand (Wheeler, 2008). Brands deliver meaningful benefits to consumers such as perceptions of quality, brand experiences, symbolic relationships, and senses of identity (Oswald, 2012) through tangible and material branding elements: logos, packaging, ads, etc. for Bourdieu (1984) product aesthetics helps position users within social spaces because it indicates and symbolizes objectively and subjectively the sense of distinction that consumers experience by consuming those goods (Bourdieu, 1984). Packaging is relevant to consumer experiences as it encourages consumers to discover brands and products at the point of sale. It materializes brand identities and communicates product attributes and benefits, translating aesthetic and symbolic-cultural meanings that contribute to the construction of meanings. considering the relevance of packaging for consumers and marketers, this manuscript explores the different layers of meanings that specialty coffee packaging communicates to consumers
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
