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Brand Semiology

In this session, we explore the importance of product imagery, including names, graphics, logo shapes, and color associations, as well as the critical role of packaging in shaping a product's image. We discuss how packaging impacts consumer experience, expectations of price and quality, and its environmental effects. Furthermore, we delve into brand name development and the significance of associated words. Participants will design a questionnaire to gauge attitudes toward luxury, eco-friendly, and branded packaging, analyzing results across demographics.

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Brand Semiology

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Presentation Transcript

  1. Brand Semiology Session Three

  2. The image of a product • Name • Graphics • Shape of logo • Colours associated with it • Packaging

  3. The role of packaging • How does it affect the product’s image? • How does it enhance the customer’s experience? • What impact does it have on price and quality expectations?

  4. Environmental impact • Does eco-friendly packaging have a positive or negative effect on the customer?

  5. Packaging materials

  6. Brand names • How do you think brand names are developed? • How important are the words that are associated with brands? • Which is more important – the name, the company behind it, the images attached to it or the packaging?

  7. Word play • If you were in the creative team, what words would you associate with these products? • Perfume – aimed at the young professional woman. • Trainers in styles for both men and women targeted at keen gym-goers. • Range of top quality linen for the bedroom, with a damask-style pattern (same colour as base colour).

  8. Market research Develop a questionnaire that will gain statistical data on attitudes and expectations of product packaging Maximum of 5 questions Multi-choice answers

  9. Assignment Packaging survey Carry out a survey to discover the current attitudes to: • Luxury packaging • Eco-friendly packaging • Own brand packaging Arrange your findings into demographic groups by age, gender and profession. Include young people and retired people in your survey.

  10. Thepresentation The materials for today’s module are at www.lesleywriter.com/inseec-brand-semiology/ Any queries email me at lesley@lesleywriter.com

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