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Seasonal Packaging. Contents ► Brief Introduction to Semiotics ► Semiotic Analysis of Christmas Packaging (forms)

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Presentation on theme: "Seasonal Packaging. Contents ► Brief Introduction to Semiotics ► Semiotic Analysis of Christmas Packaging (forms)"— Presentation transcript:

1 Seasonal Packaging

2 Contents ► Brief Introduction to Semiotics ► Semiotic Analysis of Christmas Packaging (forms)

3 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

4 We all use semiotics everyday To speed up communications To project an image to others To help navigate choice

5 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

6 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

7 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

8 Semiotic Analysis of Seasonal Packaging Forms

9 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….

10 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

11 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”

12 Christmas shapes – look special and stand out on shelf Dominant ► Tree ► Stocking ► Snowman ► Snowflake ► Father Christmas ► Star ► Bell ► Cracker ► Pudding ► Etc, etc

13 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

14 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

15 Cornucopia – return to traditional values? Emergent ► Plenty / generosity particularly valued in time of austerity ► May become mainstream in UK like Halloween imagery Ikea 2013!

16 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

17 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

18 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

19 …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

20 Thank you for your attention Contact:


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