Semiotics Research:Deciphering packaging codes reveals the secrets of brand growth.

By Cathy Maisano, Contributing Editor

What type of research did you say?

Mega multi-nationals such as Proctor & Gamble and Unilever were asking this question five years ago. These days semiotics is a part of their vocabulary and insight budget. The interest in the ‘S’ word is now spreading among brand developers, designers, advertisers and packaging experts, making itworthwhile to take a closer look at what the semiotics research approach is all about.

Semiotics: A Study of Signs and Symbols

Semiotics is the study of signs and symbols in society. For example, when the traffic light changes to red, we read red to mean stop. It is a shared behavioral code in society. Green lights mean go. These signs are part of culture’s programming, to which we intuitively know how to respond without having to think about their meaning.

Residing in academic research, mainly in disciplines such as linguistics, media studies and sociology, the application of semiotics is taking off in the commercial world and providing enormous value in the area of brand packaging. More and more, the use of semiotics research is penetrating the sphere of packaging design, thus giving brands a tremendous head start in communicating its values, personality and brand positioning to the market.

Semiotics in Packaging

Consumers intuitively read and respond to the codes contained in brand communication, especially in brand packaging. For example, consider the packaging of personal care products containing lavender and how it has changed over time. Dated or clichéd packaging of lavender conveyed the symbolic code of ‘grannies floral’—pale mauve labeling, italicized old-world fonts, lavender sprig designs used as borders. The images conveyed the message that this product is best kept in white linens and lingerie drawers. The dominant design of packaging lavender today has shifted from nostalgic old world notions to expressing the code of authenticity. Use of labels with images of lavender, overt use of pale purple for package and copy that states it is lavender. All convey a message that reads, “I am really lavender.” The more emergent expression of lavender in personal care is shifting toward the key benefit of lavender, namely its role in aromatherapy and relaxation. Packaging design is more evocative, using explicit language such as ‘relax, wind down, chill out.’ The color palette embraces dark purple to emphasize deep relaxation and the word ‘lavender,’ is not always stated on pack.

Understanding these semiotic codes and patterns of change does more than provide interesting historical dimensions. The codes create confident foundations for brands to be relevant, contemporary and, above all else, appealing to consumers. By considering semiotics, a brand has greater ability to pitch its packaging execution at exactly the right angle for consumers to read the desired message.

Using Semiotics in Package Design

So how do you do semiotics? Briefly, it is expert, desk-based analysis undertaken by cultural researchers that review and decode the signs and symbols contained in a given category’s packaging. Post analysis, the findings can be consumer tested, but more often than not, determining what are the more emergent ex­pressions of packaging communication and what is more residual is achieved by anchoring the research in a broader cultural context. We need to go beyond what consumers can tell us and undertake research that presents cultural evidence of where design and overall brand communication is heading.

For instance, if we wanted to communicate the more emergent, leading-edge expressions of “naturalness” in a pack design for a cosmetics product, the initial analysis would involve understanding the cultural connotations of naturalness. Some questions that would be explored are: What does natural mean to us today? How is it different from three years ago? How do other categories communicate natural in their packaging? What are the new ways of communicating natural in cosmetics packaging?
The semiotics research would decode the meanings of natural in a wider cultural context and within the cosmetics category. Figure 1 opens our eyes to some of the cultural connotations of natural—the intuitive thoughts we carry around with us in society.

Once research has determined the cultural programming for ‘naturalness,’ it is then possible to identify the more emergent ‘takes’ on natural in current society. This calls on citing evidence in world events, popular culture and general cultural shifts. For example, growth in organic food products over recent years influenced the development of organic skin care products and notions of ‘skin food.’ Accessing natural ingredients for enhancing one’s well-being then developed and saw the onset of many nature-based skin care ranges including Aveda and Origins.

Identifying Dated, Dominant and Emergent Codes

Understanding how the cultural story of ‘natural’ has unfolded, we then turn our attention to a specific category and look into its communication, now able to make greater sense of what appears dated, dominant and more emergent. In this instance, consider cosmetics packaging.

For liquid foundation, dated natural codes in packaging design convey a “make-up to cover-up” message that says this is a creation of a look—a new face. This code is reflected in the packaging that symbolizes ‘heavy duty make-up tools’ to assist in transforming the face, such as thick rigid tottles, tall dark caps, bold fonts and solid plastic packaging. These all communicate thick liquid contents inside and lots of copy on the pack such as ‘long-lasting.’ In essence, the design communicates an artificial ‘naturalness’ for a new you.

Today’s dominant natural codes in liquid foundation packaging communicate the code “natural application,” through the use of plastic or glass, short and tall products, different textures and silver and/or gold banding. For example, the design of Oil of Olay All Day Moisture has cues that reinforce the belief that the product is user friendly and compatible with the face.

The more emergent natural code contained in liquid foundation packaging now communicates “enhancing one’s own beauty.” Uprights, chunkier glass or clear, thick-walled PET packaging, using white copy and lighter tones with finer fonts, all convey lightness. Sculptured designs depicting smoothness of product and toned-down golds and silvers to matte finishes are also being used in the latest designs for products such as Covergirl Clean Make-up Sheer Stick.

Enhancing one’s own beauty is more emergent because notions of natural products working together with the self to enhance well-being, goodness, good looks, etc. are evident in the wider cultural context.

The use of semiotic research can aid in: spring boarding for brand innovation and new product development; harmonizing the appearance of the brand across markets; refreshing and/or updating the look of a brand; determining what signs and symbols the category is accessing and ensuring solid competitive advantage.

Semiotics provides a toolkit for utilizing signs and symbols in terms of pack format (shape, size, texture), color, labeling and copy. It can also help determine what enhances or detracts from the emergent expressions of a particular trait or ingredient and how this links back to what is emerging in society.

Not intended to be prescriptive, semiotics provides direction for packaging design innovation and implementation that is rooted in the wider culture. It can give brands the confidence to see beyond faddish and seasonal trend packaging. It can be used as a guide in constructing packaging with both relevant and contemporary meaning that truly communicates the brand’s personality and values for achieving successful brand growth.