Package graphic design and innovation: A comparative study of Bordeaux and Barossa wine visual codes

Abstract

This research investigates the introduction of innovative designs through content and semiotic analyses of the visual codes of two wine regions: one known to be traditional (Bordeaux) and the other to be innovative (Barossa Valley). The content analysis indicates that the Australian wines differentiate themselves by choosing various themes and styles of illustration, while still conforming to the dominant visual codes for the layout, composition, typefaces and colours. Furthermore, the semiotic analysis shows that the themes and styles of illustration introduced in the Barossa category carry ‘signifieds’ that are relevant to the product category. Thus, the results indicate that the Barossa wineries fulfil two conditions suggested by the literature: moderate novelty and ‘ideal incongruence’ (unexpected but relevant). More importantly, by analysing the meanings of the visual codes used in the two wine regions, this work decodes the elements of graphic design language for the wine category, thus elucidating how it is possible to create a wine label that is unexpected but relevant. Finally, the research allows the identification of four main strategies for brand positioning and indicates how to express them through label graphic design.

Typology of advertising music components and consumers’ responses to the brand

“…In particular, research on generational marketing (Guillemot, 2018) could consider the influence of advertising music recency on message comprehension and intergenerational transmission of practices. Research on innovation and product design (Celhay et al, 2017) could also investigate whether some MCs can induce innovation, such as music recency or music complexity. Finally, research on country of origin effects could explore the effects of the culture of the music subgenre on the perception of brand culture.…”

Typologie des composants de la musique publicitaire et réponses du consommateur envers la marque

“…En particulier, la recherche sur le marketing générationnel (Guillemot, 2018) pourrait considérer l’influence de la récence de la musique publicitaire sur la compréhension des messages et la transmission intergénérationnelle des pratiques. Des recherches sur l’innovation et le design des produits (Celhay et al, 2017) pourraient également déterminer si certains CMs peuvent induire la notion d’innovation. Enfin, la recherche sur les effets du pays d’origine pourrait explorer les effets de la culture du sous-genre musical sur la perception de la culture de marque.…”

Multimodal content analysis: expanding analytical approaches to content analysis

“…The design and production of wine labels has become a burgeoning industry with increased interest and expansion in the consumption of wine in the United States and around the world (Bosker, 2017). This topic has recently been explored from a variety of perspectives, including consumer research (Celhay and Remaud, 2018), graphic design (Celhay et al, 2017), and semiotic analysis (Konig and Lick, 2014). Our research project was designed to expand the analytical procedures for understanding the multimodal aspects of wine labels, and provide researchers with an all too infrequent look into the reflective processes needed to adapt the research design and procedures utilized in an actual study.…”