This paper concerns the main aspects of semiotics of packaging. Packaging has to be considered as a special communicative touchpoint between brands and consumers, since it is a syncretic object (using various languages) with textures, materials, shapes and colours that consumers can see, touch, smell, involving different modes (visual, verbal, tactile) that convey a brand's core values.
|Titolo della pubblicazione ospite||Handbook of Brand Semiotics|
|Numero di pagine||35|
|Stato di pubblicazione||Published - 2015|