Semiotic Roadmap for Designing Packaging

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Abstract

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.
Lingua originaleEnglish
Titolo della pubblicazione ospiteHandbook of Brand Semiotics
Pagine200-234
Numero di pagine35
Stato di pubblicazionePublished - 2015

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