Using semiotic analysis to understand consumer behaviour in relation to food and beverage packaging

Abstract

The study assesses how semiotic analysis can be used in order to understand the way consumers behave and react towards a variety of design elements in food and beverage packaging. It aims to emphasise the message communicated to the target market by each design element, which in turn offers graphic designers insight into semiotic analysis and its uses. Additionally, the study seeks to evaluate the effectiveness of semiotic analysis in gaining further knowledge on consumer behaviour. The study focuses on the following design elements: colour, imagery, material (including texture), and language used. The analysis focuses on the packaging design of three items: beer (bottles), chocolate and crisps. A high-end and low-end brand will be analysed for each item in order to compare the differences in design choices and how consumers perceive each product. Therefore, analysing the design elements of packaging and their meanings offers a better understanding of the consumer-decision process, as well as how such features affect overall consumer behaviour towards the products themselves. With this in mind, a number of questions can be raised: Is semiotic analysis an effective way in assessing whether the design elements in packaging do actually affect consumer behaviour? Do consumers passively glance at an item and impulsively purchase or do they analyse the packaging in detail before deciding to purchase or not? A semiotic analysis of the products’ packaging was conducted in order to have an in-depth view of the meanings and messages communicated by the overall design. This, in turn, provided a guideline and direction for the focus group. A focus group was held in order to understand how the millennial demographic perceives a variety of design features in both high and low-end food and beverage packaging, as well as to gauge how other elements like price affect consumer behaviour. The results showed that more often than not consumers are intrigued by striking packaging and therefore base their purchases on this element. It was also evident that well-known branding also played an important role in their decision-making process.